A thorough rebranding of Co-Operative Group's wine range is to form part of a £200M relaunch by the retailer in 2008. New packaging will be introduced for all styles of Co-op wines as the retailer seeks to increase sales across its own label products. According to CE Peter Marks, the company's own label has been a "major failing for far too long." Less successful ranges in the 150-strong own-lable selection will be given the biggest overhaul in the changes. "Having one design wouldn't work," said the Co-Op's beverages manager Vicky Woods. "We are looking at bringing the brandings to life. With some successful ranges there might just be a tweak to label designs. Others might see a complete overhaul. There will be branding variations between categories." The rebranding will include 4500 beer, spirit & food lines with strong distinctions between alcohol & non-alcohol lines. However, the retailer will stick with existing labels for incoming Fairtrade wines so that their suppliers would not be saddled with extra re labelling costs.
