Oddbins to focus more on lesser known wines

Published: 02 October, 2008

By Shirley Webb

Oddbins plans to champion lesser well known wines in a bid to provide a point of difference on the UK high street.

By Shirley Webb

Oddbins plans to champion lesser well known wines in a bid to provide a point of difference on the UK high street.

Speaking to Harpers after its first tasting held in London under its new ownership, Simon Baile, managing director (pictured) said: "There is no surprise independent merchants have made a resurgence in the last five to 10 years.

"The availability of wines in the UK in the last few years is quite frankly a little boring. Why would I stock a branded wine such as Gallo when it can be found everywhere else? I have nothing against Gallo but I want our customers to experience something new."

He said Oddbins will focus on more boutique wineries rather than "factory" produced.

"They generally have less sulphur and are more natural and interesting," Baile said. "Why would I want to list brands if they can be bought in every other place?

"I don't want to sell the same as everybody else, even if the wine has been targeted at independents," he confirmed.

Baile said Oddbins will always provide a core range to satisfy regular customers but it will not focus on having a set number of wines from each country.

"We will take wines as they come and if they only last a few months in store, so be it.

"There are so many smaller wineries out there that can't get listings in the UK and now they will have the chance."

Baile said its tasting range is 50% French and 50% other. Richard Verney has joined the buying team with responsibility for France. Oddbins has started to reduce the amount of French wine it sells and is currently reviewing the whole range.

A selection of 14 new French additions priced £6.99-£12.49 including lesser known regions were on show at the event and will be in-store from November.

Baile admitted the company had not sourced any wines from the Rhone and other areas of France as yet. "It is only the first blush," he said. "We have already been told we have improved our wine range more in eight weeks than bigger companies have managed in two years."

Oddbins also plans to up its staff training to ensure knowledge of the wines in-store along with back to basics retail training. "Customer service is everything," Baile told Harpers.

He also said he would entertain promotions but along the lines of 20% a mixed case but will not go down the six to 12-bottle route which he says has not worked for Oddbins in the past.