Oddbins relaunches, again, this time smaller, again

The newly relaunched Oddbins is asking customers to decide how its wine should pe priced. This weekend 37 newly relaunched Oddbins stores will be allowing customers to suggest prices for three wines. The campaign Everyone's got a price, what's yours? allows customers to taste three blind wines and suggest a price. EFB, who bought 37 Oddbins stores out of receivership, say it's part of an initiative to listen more to their customers.

Whilst the brand will still maintain its quirky image the group are returning to their roots by ensuring each branch is a neighbourhood store with a greater freedom for managers. Web sales are set to form a “significant part” of the business, with Oddbins.com going live before Christmas. More sites will be acquired once the existing stores have made a profit.