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UK: Morrisons relaunches own-label beers, wines and spirits range

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UK supermarket chain Morrisons has relaunched its range of own-label beers, wines and spirits in a bid to “demystify” the drinks category for its consumers. 

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The new range consists of 148 wines, six ales, nine ciders and 29 spirits. The company said today (15 October) that the new launches were the result of a two-year review of its own-label brands. 

In terms of additions, 74% of the wines are new, all the beers are new, 55% of ciders have not appeared before and 17% of the spirits are making their debut. 

The wine range includes Morrisons-label wines for under GBP5 and Morrisons Signature range priced GBP5-15.

The beers are being produced by a number of UK brewers: Black Sheep, Everards, Marston's and Titanic. 

“We’ve listened to our customers and heard many are often confused and daunted when it comes to buying beers, wines or spirits,” said Steve Mosey, Morrisons' beer, wines and spirits category director. 

“We understand they often need help and reassurance to make the right purchase, which is why we’ve introduced some innovative changes to our offer.” 


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