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Coles Set to Make Major Change

Coles group are set increase the number of private wine labels that it stocks after a $5 bottle of wine beat 10,000 rivals to win an important industry award.

The Big & Bold Shiraz wine which was made specially for Coles Group by McPherson Wines, was voted best wine under $20 across Australia and New Zealand by Winestate magazine after a panel of judges blind taste tested 10,000 wines.

Head of wine sourcing for Coles private label business, Ed Ashley, said "We do want to grow private label," and this win will add extra grunt to the push across the business.

"Our strategy is about being really considered about our range, but growing the private label part," Mr Ashley said. "From our perspective this is industry recognition of what we're doing across private label."  

According to Financial Review, somewhere between 10 and 20 per cent of the entire range of wines song by Coles’ liquor arm are private labels.

Mr Ashley said there was no particular target for the private label range as far as size goes "I'd like to sell more," he said.

Coles group’s liquor brands include– the value chain Liquorland, Vintage Cellars, First Choice and the newly established LiquorMarket.

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