UK wine retailer Thresher is aiming to 'demystify' fine wine with a prestige collection including some of the best names in New and Old World wines.
The scheme, in partnership with wine merchant Lay & Wheeler, sees 25 stores across the UK being fitted with a fine wine booth with the inscription 'Wines To Dine For'.
The wines include top burgundies such as the Savigny-Lès-Beaune Les Montchenevoy from Javillier-Guyot, and Meursault from Olivier Leflaive, as well as high-end cuvees from Henschke in Barossa, Clayvin, Dr Loosen, good quality Bordeaux and Rioja.
The wines are priced between £10 and £40. Thresher says it is aiming to 'demystify' fine wine by making it more accessible to the average consumer.
'There is a demand for these kinds of wines. We are opening up the opportunity for the masses to buy fine wines,' a spokeswoman said.
The 26 stores that will carry the new Lay & Wheeler branded stands are mainly in London and the Home Counties, with a handful further north in Huddersfield, Beverley and Harrogate.
Thresher is also planning to roll out 200 new specialist shops, UK trade magazine Harpers reports. The company will adapt 200 Wine Rack and Bottoms Up stores to the new format, which will cover the £8-£20 market.
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