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Borough Wines to roll out barrel refill concept to other independents

Published:  11 February, 2014

Borough Wines, which has been offering its customers wine straight from the barrel into bottles in store for over 10 years, is now rolling the concept out nationwide.

The company says its Straight from the Barrel refill system has been the key driver of its growth. It uses stainless steel vats and refrigerated barrels to dispense wine - one red, one white - into "retro-style stoppered" 75cl glass bottles. Borough Wines sources and imports the wines from producers in France, Italy, Portugal and Spain, and changes those available in store every four to six weeks.  

So far, independent retailers Wright's Independent Food Emporium, the Deli Downstairs, the People's Supermarket and Brindisa have successfully trialled the Borough Wines Corners concept, which includes the refill system.

Corinna Pyke, marketing director at Borough Wines said: "The refills take the intimidation out of choosing a wine and really appeal to customers as they know that their money is spent on the quality of the wine and not on packaging. They encourage repeat business and customer loyalty."

Borough Wines was set up by Muriel Chatel in 2002 when she decided it was a good way to bring her family vineyard to the attention of wine drinkers in the UK. The independent retailer has grown from initially supplying local customers to trade accounts and also hosting wine events. It now has four shops and two restaurants, as well as retailing its wines online.