LANDMARK LAUNCHES OWN-LABEL RANGE (BUT RIOJA SAYS NO)

Published: 23 July, 2008

By Stuart Peskett

Cash-and-carry consortium Landmark is to launch a 33-strong range of own-label wines - although a Rioja has been put on hold after objections from the Consejo Regulador. The Vintners Collection' includes wines from France, Australia, Chile, California, Italy, Germany and South Africa, and will be available at the end of May with distribution being handled by Constellation Wines Europe. Landmark's trading controller Steve Mayes claimed that the regulatory body was unhappy that there would be other wines associated with Rioja of an inferior standard, and that it didn't want to bring Rioja into disrepute'. Mayes revealed that Landmark is planning to appeal against the decision, but isn't optimistic: Unless it changes its mind, then we'll lose the appeal, because there isn't an awful lot we can change.' He said that if it was unsuccessful, Landmark would look elsewhere in Spain to represent the country in its range, which is priced from 2.99-8.99, although all bar two are 3.99 or less. Mayes added: We decided to come up with an umbrella brand, and we wanted something to be straightforward and accessible but also reassuring. We also wanted an eye-catching design, because that is important.' Constellation's purchasing director for wine, Simon Jerrome, added: It's typical of what everyone has said about France, and in this instance Spain, that the reason they don't sell more wine is because of these archaic rules. The fact that Chablis is in the range at 8.99 would show that the range is a broad spectrum, from AOCs to leading wines. It all seems a little bit ridiculous.'

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