THRESHER TEAMS UP WITH LAY & WHEELER

Published: 23 July, 2008

Thresher is introducing a prestige wine collection' into selected, premium, stores with the wines being sourced from Lay & Wheeler the independent, family run, wine merchant. The group which is the UK's largest specialist drinks retailer with more than 2,000 shops, says research showed that there was a demand for prestige wines in its premium sites. The wines will be displayed in a especially designed display units with information flip charts so that customers can read about the wines on offer. The information will include the history of the wine and its region, vintage, personality' and flavour. Staff will receive training on selling these wines and on matching these wines with food. Alex Anson, Thresher's trading director said: By partnering with Lay & Wheeler we are now able to offer our customers prestige wines from a highly respected specialist wine merchant. We hope to demystify the selling of fine wine by making the purchase of fine wine more accessible to our customers.' Johnny Wheeler, L&W managing director said: It provides a wonderful opportunity to combine our fine wine expertise with their new dynamic retailing concepts. It is our joint objective to significantly raise awareness of the pleasures of fine wine and give many thousands of discerning Thresher customers the chance to discover "the world of fine wine" in a convenient and cost effective way.' The range is biased towards classical Old World regions, specifically France as research showed that at the higher price level customers tend to look towards regions such as Bordeaux, Burgundy and the Rhne. Wines from other European countries and a small selection of New World wines are also included.

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