After the innovative Argentinian Club Asado, the South American buying team of Morrisons have introduced a wholly owned Chilean brand, Head Honcho. If Asado is a supplier owned brand exclusively developed for the retailer, Head Honcho is the sole property of Morrisons. It has been developed exclusively for the younger customer base with a very vibrant and eye-catching label. Mark Jarman, the senior wine sourching manager told that the majority of the Chilean wine packaging is very close to traditional approach and he wanted to mix some excitement colour into the shelf at a value price. They had worked closely with Stranger & Stranger to create a premium and innovative label that breaks the shell of Chilean traditional style.
The back labels have been designed to make a clear understanding while the colourful flora and fauna on the labels are native to Chile. It explain the style of the wine in a much consumer friendly language. Wine buyer Mr Andrew Ingham told that Head Honcho fits a clear gap between our Chalkboard and our signature own brand ranges, where there is no room or appetitie for another label. Head Honcho is available in five varietals namely Sauvignon Blanc, Chardonnay, Pinot Noir, Cabernet Sauvignon and Merlot – and will retail at £6.50, promoted below £5. The wine is bottled at Kingsland Drinks and is now available in store.