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Morrisons launches new Chilean brand Head Honcho

Published:  27 October, 2016

Following the recent launch of the innovative Argentinian Club Asado, Morrisons' South American buying team have introduced a new, wholly-owned Chilean brand, Head Honcho. 

Following the recent launch of the innovative Argentinian Club Asado, Morrisons' South American buying team have introduced a new, wholly-owned Chilean brand, Head Honcho. Whilst Club Asado is a supplier-owned brand, developed exclusively for the retailer, Head Honcho is the property of Morrisons.

Head Honcho has been developed to appeal to a new, younger consumer base, with a vibrant and eye-catching label.

"The majority of Chilean wine packaging is very traditional," Mark Jarman, senior wine sourcing manager said. "We wanted to inject colour and excitement into the sector on shelf, at a value price point, with a design that was fun, but sophisticated. We have worked closely with Stranger & Stranger to create a premium, innovative label, that breaks the mould for Chilean wine."

The colourful flora and fauna on the labels are native to Chile. The back labels have been designed to demystify and explain the style of the wine in consumer-friendly language.

The primary reason for the development of a brand where the retailer owns the intellectual property, is to provide Morrisons with the flexibility of supply, and provide direct control within the logistics process. "We have complete control of the process," wine buyer Andrew Ingham explained.

"In the current economic climate, with the uncertainty of Brexit and also fluctuating vintages, this enables us to leverage the way we buy and source, and gives us total control as to whom we work with, and how we source this brand."

Jarman continued: "This new project enables me to source the very best liquid at the given price point, from any source in Chile, in order to deliver the best for our customers. It gives me the ultimate flexibility. We are not beholden to anyone. We own the brand."

"Head Honcho fits a clear gap between our Chalkboard and our Signature own brand ranges, where there is no room, or appetite for another own label," Ingham continued.

"But there is room for an entry level brand at that price point. Rather than be beholden to one of the many existing Chilean brands at this level, we have now taken ownership directly of that particular slot, and will build the brand ourselves, with smart packaging, which creates a strongly branded proposition."

Head Honcho comprises five varietals - Sauvignon Blanc, Chardonnay, Pinot Noir, Cabernet Sauvignon and Merlot -, and will retail at £6.50, promoted below £5. The wine is shipped in bulk, and bottled at Kingsland Drinks. It is now available in store.

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