Waitrose to debut Andalucian wine, ANDA, at UK supermarket chain and in online store

Waitrose, the UK supermarket chain, will this month launch a new wine from Andalucía, ANDA, into 77 of its stores across the UK and Waitrose Cellar online. ANDA will be the only non-fortified wine from the autonomous region in southern Spain available at a UK supermarket.

ANDA: debuting in Waitrose supermarkets

ANDA: debuting in Waitrose supermarkets

The ANDA brand has been developed by Bodegas Tierra Hermosa, the negociant-style wine producer founded by Englishman Harry Hunt. It is a generic Andalucían brand, inspired by the region being the most quintessentially Spanish part of the Iberian Peninsula and its immense popularity as a tourist destination.

“Millions of Brits holiday in Andalucía every year,” said Harry Hunt. “It encapsulates everything they love about Spain – flamenco, castles, olive groves, sun, sea and sand –  and most importantly, tapas. But most know very little about the exciting, modern wines being made up in the mountains behind their sun loungers – wines which are the perfect match for the Spanish dishes they love.”

“Alongside its well-known sherries, Andalucían wines are now slowly gaining in reputation and recognition in the UK. Our existing Tierra Hermosa range is making great strides in the independent and on-trade sectors, with listings at Michelin-star restaurants, but in terms of the wider, mass market, Andalucía really is an undiscovered wine region. We believe ANDA is going to change that, and we are delighted to partner with the UK’s most innovative and high quality retailer, Waitrose, to do so.”

Nick Room, wine buyer from Waitrose said: “Spanish wine is extremely important to Waitrose, and we are continually looking for new excitement in this ever-impressive wine region. Set against fine tradition, innovation and value are Spain’s watchwords. Spanish wine sales in Waitrose continue to grow (+2% YoY Source IRI value sales to 25 June 16). ANDA represents another new departure for us, which we are thrilled to be working closely on with partner Bodegas Tierra Hermosa.’

The first wine under the ANDA brand is a Tempranillo/Syrah blend made from grapes grown at 1000m altitude within the mountains of Almeria province in eastern Andalucía, where the hot days and cool nights allow the grapes to withhold their acidity and freshness. It is a collaboration between Harry Hunt and talented young Andalucían winemaker, Nacho Suárez.

“Whereas our existing Bodegas Tierra Hermosa range is able to focus on sub-regions within Andalucía, the ANDA brand is deliberately generic,” said Hunt. “Wider consumer knowledge of the region in wine terms is too embryonic to drill down into individual provinces, at least for now, so ANDA can act as a fantastic introduction to Andalucían wines. It also allows the brand to tap into consumers’ pre-existing affinity and associations with the region as a whole.

“We plan to roll out the ANDA brand into other international markets, with a particular focus on those countries where Andalucía is a popular tourist destination. Over the medium term we would like to expand the ANDA range to include further wines and perhaps other Andalucían products. It has great potential and adaptability.”

The ANDA Tempranillo/Syrah blend will retail at Waitrose at £7.99. The wine will be available at 77 Waitrose stores across the UK, including the John Lewis Foodhall on Oxford Street, London, and via Waitrose Cellar online.