The range aims to be simple but give independent retailers the chance to offer consumers a wider variety.
Negotiator Umar Sheikh, who heads the Bestway buying team, said: “This strategy opens more doors with both retailers and caterers.
“With eleven single varietals, carefully selected from all over the globe, we can now offer a versatile and simpler choice from Germany, Australia, California, Chile and South Africa.
“The new portfolio also includes a variety of five Spanish blends and seven single varietal Italians. All the wines have been selected for their quality and to appeal to the UK consumer’s palate while retaining their distinctive regional characteristics.”
He added: “The Cellar Estate range is regularly tested for its quality against its competitors and our buying team carry out monthly price checks to make sure we continue to lead in our offers.”
Bestway has also launched a Wine of the Month programme, which selects a red and a white wine to highlight to consumers each month, taking into account the season, weather and special occasions.
Sheikh said: “In today’s market, we find that our customers are becoming more and more discerning. We need to ensure that we maintain a high standard of quality in our range while offering a competitive edge on pricing for our sector. We haven’t dealt all our cards yet, there is much more to come in the New Year.”
The wines are available in Bestway and Batleys depots starting at £16.99 per six-bottle case. Some bottles are also available in packs of 12x25cl.