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Most Wanted announces new listings at major multiples

Published:  21 October, 2015

The Most Wanted wine range from Off Piste has won new listings at Sainsbury's and Tesco Wine By The Case.

Tesco is ranging the brand's Pinot Noir, Sauvignon Blanc and Malbec. Sainsbury's is stocking the Pinot Noir only.

Other wines in the range include a Prosecco, a Chenin Blanc and an Albariño.

The brand was launched at the London Wine Fair in May 2015.

The Co-op, Conviviality Retail and Booths are already stocking the range.

Further listings in the convenience sector are expected to be announced shortly.

The Most Wanted range is globally sourced by Off Piste winemaker Clem Yates MW. The wines are aimed at the £7.99-to-£9.99 price point.

The brand was developed by Rachel Archer, who previously launched for the I Heart wine range at Copestick Murray in 2010.

It is designed to appeal to millennials who want easy access to great wines - as well as to explore less well-known varietals such as Albariño.

The clean and accessible branding is intended to demystify wine-buying and make trading up less intimidating.

Consumers were recently offered the opportunity to sample the range at Most Wanted's #WineryFinery wine-tasting pop up.

In return for a tweet, attendees could sample all four varieties - as well as take part in activities such as being photographed in a digital photo booth to drive online engagement.

Archer said: "This is a hugely exciting time for Most Wanted. The reaction we have had to the brand from major retailers is incredibly positive.

"The retailers see the relevance of the new angle we are taking, which is bringing great quality wines to the consumer while removing the snobbery, pomp and pretence. We are also building their interest in our story with a fun PR and digital campaign which kicked off with our #WineryFinery pop-up."