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New wines added to "no jargon" Ehrmanns range

Published:  03 August, 2016

Ehrmanns is launching three new wines in its Made In range of wines for the off-trade.

Made In Marlborough Sauvignon Blanc, Made In Italy Prosecco and Made In Italy Sparkling Pinot Grigio Rosé will join the range.

Richard Dennis, senior commercial manager, Ehrmanns said the range was launched in response to a growing consumer demand for wines between £7 and £9, combined with evidence of a consumer desire for "cutting through wine jargon on labels" and presenting information in a more easy-to-understand yet authentic way.

The Made In brand was launched at the beginning of the year with four Made In Mendoza wines - Malbec, Organic Malbec, Tempranillo and Sauvignon Blanc.

"We started with the Made In Mendoza range because of the popularity of Argentinian Malbec with UK wine drinkers and we included an organic Malbec as demand for organic wines is also growing amongst UK consumers. Ehrmanns has very strong roots in ethical wine sourcing so we ensured the entire Made In Mendoza range was certified Fair for Life," Dennis said.

"The Made In Italy Prosecco and Made In Marlborough Sauvignon Blanc were natural additions to strengthen the range as these are both highly popular and growing areas of the UK wine market."

The Made In labels are designed to be easily recognisable, echoing "vintage" styling values with craft label paper, a debossed stamp effect logo and a winemaker signature.

Dennis added: "We developed the Made In range of wines in response to a consumer need for clearly presented, easy-to-understand, wines from well-known winemaking regions which offer good commercial value and great quality.

"Sales of the Made In Mendoza wines have exceeded our expectations over the last five months so based on this success we have introduced these new wines and have plans to extend the range still further."

Five of the seven wines are currently available, with Made In Italy Prosecco and Made In Italy Sparkling Pinot Grigio Rosé due to land at the end of August.