Get special branded wine deals before the Christmas rush | wine

aRecently tasting stalls, a middle-aged gentleman suitably discreetly at the door greeted the incoming press. You might think it’s not unusual to taste wine, but I can assure you it’s rare, especially when the man in question is the company’s CEO. The fact that Edwin Booth used to be the supermarket chain’s main buyer of wine has gone some way to explaining his existence, but it’s more to do with the company culture: the stalls are still old-fashioned grocery at the core and “Mr. Edwin,” as it seems to be The staff is calling him and it is clear that they consider this simply the right thing to do.

His main wine buyer, Victoria Anderson, is cut from the same mold. Polite, conscientious, cautious, not to make a quick profit. Its carefully sourced label range, of which there aren’t many – 48, compared to over 80 at Waitrose, for example – is hard to fault, and is only ever added when you find a written example of a wine for which you are pleased To put the name of the company. The latest is the generous Douro red (£11, made by Booths port producer; 13.5%). Other favorites, which make me wish I had a branch near me, are EH Booth & Co Gran Norte Rioja Crianza 2018 (£10.50, 14.5%) and gavi’s pick of the day.

Not all labels are obtained with this delicate care. Sometimes you feel that buyers, or their suppliers, just got a very cheap juice business; But, to be fair, except for premium ranges like Tesco’s Finest and Sainsbury’s Taste the Difference, they’re often half the price of Booths’ offer.

The best are the places where supermarkets regularly operate with the same producers – Lostão in Jerez, Baron de Ley in Rioja, Erazurez in Chile, Catena and Zuccardi in Argentina, to distinguish a few of them; Paul Mas in Languedoc is a similarly reliable source of wines from that region, among which are Sainsbury’s and Tesco’s Languedoc red and white.

Meanwhile, Aldi, Marks & Spencer, and Waitrose have won brownie points for more creative shows like M&S’s Lost & Found and the eerily named Waitrose’s Loved and Found, both of which include grapes so obscure I’ve never even heard of them.

Also, private labels do not have large advertising budgets built into their pricing, so they are always a better value than corresponding brands, and are more likely to be discounted, especially on multiple purchases. Supermarkets tend not to give advance notice of major promotional deals, but find 25% off six bottles or four deals for the price of three, and grab them. It may not be served close to Christmas.

Five of the best private label wines

EH Booth & Co Gavi 2021 £8.85, 13%. Right in the gavi book: clean, smooth and a little almondy.

Villera Sauvignon Blanc 2021 £6 (shown, under £8.50) Marks & Spencer, 13%. Almost all M&S wines are exclusive, and a well-made South African Sauvignon in its style resembles a Kiwi blanc.

Specially Selected Lebanese Red 2020 £8.99 Aldi, 13.5%. Not the cheapest bottle in this store’s range, but definitely one of the most interesting and perfect for Middle Eastern style lamb and eggplant dishes.

Tesco Finest Puemo Carmenère 2019 £8, 14%. Red Chili is consistently reliable and works well with Rogan Josh.

Waitrose Venue £7.69 (750ml), 15%. If you’re a fan of vino, you won’t find a better value example than this full size bottle from the Blueprint collection from Waitrose. Extremely dry, fresh and refreshing, perfect for appetizers.

Leave a Comment