Oddbins is back on a High Street near you…

– Unique initiative allows Oddbins’ customers to choose the price of wine –

Oddbins is relaunching in the UK this week with a revolutionary approach that will see customers decide the price of some of its wine range.

From 20-23 October, consumers will be able to blind-taste wines in-store and then provide a price that they would be happy to pay for that bottle.

The wines will then go on shelves at the Customer Recommended Price (CRP).

Ayo Akintola, Managing Director of Oddbins says: “We’re taking the old cliché of ‘the customer is always right’ and actually demonstrating our belief that this is the case. The new Oddbins will put the consumer at the heart of everything we do, so it makes sense that we have a conversation about our pricing with our customers to explain our value based pricing model, while at the same time taking their opinions on board.

“For a long time the noise around wine has been about discounting and price cuts. It is time we have a mature conversation about price and what constitutes value.

“Oddbins has a proud history of innovating in the market place and this is just another example of that. No matter what the occasion, Oddbins is here to provide our customers with the perfect choice of great value wine.”

The unique initiative celebrates Oddbins’ relaunch on the 19th October, which will see 37 stores across the UK reinvigorated with a new look and feel.

The new stores will build on Oddbins’ heritage as an innovative and adventurous selector of wines, and see the retailer continue to offer a carefully considered and great value range.

Staffed by an enthusiastic team of wine buffs – ready to share as much (or as little) advice as customers want – Oddbins aims to bring the pleasure back to wine buying with a personal touch that cruising the supermarket aisle just fails to deliver.