The UK wine market, often characterized by its razor-thin margins and fierce competition for shelf space, has witnessed a rare phenomenon this spring. Ten weeks after its initial debut, the new wine brand All (Good) Things has not merely entered the market; it has dominated it. According to Paul Schaafsma, the Managing Director of Benchmark Drinks and the architect behind the brand, the label has “exceeded all expectations,” signaling a potential shift in how "premium-entry" wines are marketed and consumed in the United Kingdom.

Exclusively sharing the brand’s performance data, Schaafsma revealed that the range has become a cornerstone of the Tesco Group’s recent portfolio update. In an industry where new launches often struggle to find a foothold amidst established global giants, All (Good) Things has managed to move nearly 30,000 cases in its first two months—a figure that places it at the very top of the retail leaderboard.

The Main Facts: A Triple-Threat Performance

The success of All (Good) Things is best understood through its performance during Tesco’s March-April range review. This period is a critical window for the UK’s largest retailer, during which it refreshes its aisles with new selections to capture changing seasonal tastes.

Out of 62 new wine products launched during this review, All (Good) Things secured the top spots with remarkable consistency. Schaafsma confirmed that the brand’s three initial expressions—a Sauvignon Blanc and a Shiraz from Western Australia, and a Sauvignon Blanc from Marlborough, New Zealand—ranked as the number one, number three, and number five most successful launches in terms of sales velocity and consumer uptake.

“For the first 10 weeks, we’ve been the most successful branded launch, which is fantastic,” Schaafsma told db. “It’s already sold close to 30,000 cases of wine.”

This volume is particularly significant given the current economic climate. With UK consumers facing inflationary pressures and recent alcohol duty hikes, the ability of a new brand to achieve such high-volume sales suggests that the product has successfully tapped into a "sweet spot" of value and quality.

Chronology: From Concept to Convenience Store Dominance

The trajectory of All (Good) Things has been meticulously planned, moving from a strategic launch to a massive distribution expansion in a matter of months.

Phase 1: The Tesco Launch (March–April)

The brand launched as a Tesco Group exclusive, appearing on shelves across the supermarket’s vast estate, as well as in Tesco Ireland. This six-month exclusivity period allowed the brand to build a core identity within a controlled retail environment. The initial range focused on high-demand varietals—Sauvignon Blanc and Shiraz—sourced from regions known for quality but often priced out of the entry-level bracket.

Phase 2: The Convenience Expansion (June)

Following the initial success in supermarkets, the brand is now moving into the convenience sector. In June, the Booker Group (part of the Tesco family) will begin stocking the Western Australian Sauvignon Blanc in 4,000 convenience stores across the UK. This includes major neighborhood names such as Londis, Budgens, and Premier.

Schaafsma noted the unprecedented nature of this move: “I don’t think the Booker Group has ever done something like this before for a new brand. 4,000 stores will be featuring this wine simultaneously.”

Phase 3: Portfolio Diversification (July & 2025)

The brand is not resting on its initial trio of wines. Benchmark Drinks has a roadmap for expansion that targets specific high-growth categories:

• Late July: The introduction of a Pinot Noir from the Frankland River region in the Great Southern of Western Australia.
• 2025: A Chardonnay from Margaret River, sourced from the 2024 vintage, is expected to reach UK shores next year.

Supporting Data: The "Sweet Spot" and Regional Excellence

The rapid adoption of All (Good) Things is driven by a pricing strategy that Schaafsma describes as the "sweet spot" for UK wine sales: the £7.50 to £9.50 range. In the current market, this price point allows for a significant step up in quality from "entry-level" wines while remaining accessible for weekly household shopping.

Sourcing and Quality Metrics

The brand’s success is anchored in "over-delivering" on quality relative to price. A key component of this is the involvement of award-winning winemaker Matt Thompson.

1. Dillons Point (Marlborough): A significant portion of the New Zealand Sauvignon Blanc is sourced from Dillons Point. This coastal sub-region is highly regarded for its intense aromatics and mineral salinity, often utilized by "cult" brands like Greywacke and Cloudy Bay. Offering wine from this specific terroir at a promotional price of £7.50 is, in Schaafsma’s words, “unbelievable.”
2. Western Australia (WA): By sourcing from WA rather than the high-volume, inland Riverland regions of Australia, the brand offers a cooler-climate style. This results in wines with higher natural acidity and more refined fruit profiles, catering to a modern palate that is moving away from the "jammy," over-extracted styles of the past.

Official Responses: A "Brand Without Borders" Philosophy

Benchmark Drinks, the company behind All (Good) Things, has a track record of disrupting the wine category (having previously seen massive success with celebrity-led brands). However, All (Good) Things represents a different approach: the "Brand Without Borders."

The philosophy behind the label is to prioritize the liquid and the consumer’s value perception over traditional regional loyalty. While many brands are tied to a single estate or a single country, All (Good) Things seeks the best expressions of a grape variety wherever they may be, provided they can be delivered at a competitive price.

Schaafsma emphasized that the success isn’t just a result of clever marketing or strong distribution through Tesco. “We are really happy with the wines,” he stated, noting that the liquid itself has already begun winning accolades in major wine competitions. The goal was to "reset" the category by proving that premium regionality (like Margaret River or Dillons Point) does not have to be synonymous with an "occasional-only" price tag.

Implications for the UK Wine Industry

The meteoric rise of All (Good) Things carries several implications for the broader wine trade and retail landscape.

1. The Challenge to Regional Monopolies

For years, New Zealand Sauvignon Blanc has held a dominant position in the UK. By introducing a high-quality Western Australian Sauvignon Blanc into 4,000 convenience stores, Benchmark Drinks is actively challenging the consumer’s default choice. Schaafsma believes this is an educational opportunity: “Consumers are going to get to taste Western Australian Sauvignon Blanc when they’ve probably been used to just drinking Sauvignon Blanc from New Zealand… and they are going to be buying it at a competitive price.”

2. The Power of "Retail Partnership"

The level of backing provided by the Tesco Group and Booker Group suggests a shift in retailer-supplier relationships. Rather than simply "listing" a brand, the retailer is "investing" in the brand’s success through prominent placement and massive scale. This level of integration is likely to become the new benchmark for successful brand launches in the 2020s.

3. Quality as a Retention Tool

While branding gets the first bottle off the shelf, the quality of the Dillons Point and Frankland River fruit is designed to ensure repeat purchases. In an era where brand loyalty is declining, the "over-delivery" on quality at the £7.50–£9.50 mark is a strategic move to build a long-term, sustainable consumer base.

4. The "Cool Climate" Trend

The focus on Western Australia and Marlborough underscores a growing consumer preference for "freshness" and "balance." By bringing these styles into the mainstream convenience sector, All (Good) Things is democratizing a style of wine that was previously the domain of independent wine merchants and high-end restaurants.

Conclusion: A New Standard for Success

As All (Good) Things approaches its three-month anniversary, the data suggests that it has successfully navigated the most difficult phase of a brand’s lifecycle. With nearly 30,000 cases sold and a massive expansion into the convenience sector underway, the label has proven that there is still significant room for innovation in the UK wine market.

By combining the viticultural prestige of sub-regions like Dillons Point with the logistical might of the Tesco Group, Paul Schaafsma and Benchmark Drinks have created a blueprint for the modern wine brand. As the Pinot Noir and Chardonnay expressions join the lineup, the industry will be watching closely to see if this "Brand Without Borders" can maintain its position as the new number-one name on the UK’s most competitive wine shelves.