Award-Winning Independent Wine Retailer Naked Wines Launches Anti-Brand Brand

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UK wine retailer Naked Wines is to launch an new brand under the Naked umbrella, at odds with their core business model.

Online wine retailer Naked Wines

New Anti-Brand Brand from Naked Wines

Ironically, we expect our new anti-brand to become our biggest brand yet.

Online wine retailer Naked Wines is launching a new label which invites prestigious winemakers to clear limited parcels of their premium wines at bargain-basement prices, without risk of de-valuing their brand.

Called the Back Door range, the new model is at odds with Naked Wines core ‘Angel’ proposition, which focuses on funding small, unknown winemakers wanting to break into the UK.

“Ironically, we expect our new anti-brand to become our biggest brand yet,” explained Rowan Gormley, Naked Wines’ Founder and CEO.

“It will give UK wine drinkers the opportunity to snap-up top drawer wines at a fraction of the price they cost through the front-door – and established winemakers the chance to sell mass volume of their premium stock, anonymously.

It’s an honest way of describing what hundreds of agents, producers and retailers already do, when they package exactly the same juice under two different labels at two different price-points.”

The new range, which is due to go-live after Easter, will launch with over ten wines from eight producers, including an Australian Shiraz, a Chablis and a Vielles Vignes Cote du Rhone.

Winemaker name aside, customers will be given all the usual tasting information and told where the wines are from - as well as the standard price they could expect to pay if the wine was wearing its ‘official’ premium label.

To find out more visit – or interested winemakers can email suppliers(at)nakedwines(dot)com (in confidence!).

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Francesca Krajewski
Naked Wines
(016) 032-8180 x0
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