Asda adds 60 IPL wines to range

Published: 01 June, 2012

Asda has added over 60 International Produce Limited (IPL) wines to its range.

Owned by the retailer's parent company Wal-Mart, IPL is Asda's exclusive sourcing and importing arm.

It made the decision to extend its remit to wine last year and brings the total percentage of wines sourced through IPL to 35%.

The partnership allows Asda to offer its customers wines from lesser known regions and to encourage them to try new varietals such as the Extra Special Old Vines Garnacha, Noster Nobilis Priorat and Extra Special Rueda.

A major focus of the new wine listings are from France, Italy and in particular Spain with a total of 18 new Spanish lines.

The move comes on the back of the retailer being given 115 awards for its own-label range at the London International Wine Fair, with 64% of the medal winners sourced through IPL.

Asda's wine selection manager, Philippa Carr MW, says: "We are delighted to be offering Asda shoppers something new and exciting to try and look forward to continuing this partnership with IPL to source top quality wines at prices that represent fantastic value for money for our customers."

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