The Co-operative Food to introduce own brand wines under Truly Irresistible label


The Co-operative Food is introducing a premium tier to its own-brand wine range – using its established Truly Irresistible brand on wine for the first time.

Launching on 21 October 2013, with more wines being added early next year, the range will showcase an eclectic and diverse medley of wines from exciting varietals and emerging regions, alongside examples of classic wines from more traditional areas. 

The Truly Irresistible wine range has been carefully selected by The Co-operative’s passionate wine buyers, and the new collection will allow the team to present shoppers with some of the wines that they have found to be most interesting over the past months.

Six wines will launch in October, priced between £8.49 and £9.99. They will also be on promotion for Christmas, making it even more tempting for shoppers to give them a try over the festive period.

The Co-operative Truly Irresistible Godello 2012, Spain, £8.49

The Co operative Truly Irresistible Viognier Pays d’Oc 2012, France, £8.99

The Co operative Truly Irresistible Gavi Broglia 2011, Italy, £9.99

The Co operative Truly Irresistible Chinon 2011, France, £9.99

The Co operative Truly Irresistible Montepulciano d’Abruzzo 2011, Italy, £8.99  

The Co operative Truly Irresistible Casablanca Pinot Noir 2012, Chile, £8.99  

Simon Cairns, head of trading for Wine at The Co-operative Food, said: “We are really excited about the new Truly Irresistible wine range. This concept will allow our passionate team to share with customers some of the more interesting styles and varieties that they have discovered recently. The range will be boosted with even more wines in the new year, and we are confident that our customers will be persuaded to try some different wines, as the Truly Irresistible brand is a sign of great taste and good quality throughout our food stores.

“With a store in every UK postal area, The Co-operative is perfectly placed for shoppers to pick up delicious wines in convenient locations.”