Anthony Rose: Morrisons has devised The Taste Test to determine your flavour profile


The Morrisons' annual press tasting is normally a dreary affair with an insipid selection of brands that is nothing to write home about and an own-label range even less worth the second-class stamp. But the Leeds-based national supermarket chain, with its 479 stores, is up to something.

After a 2,000-strong survey determined that only one in four of us is confident we will enjoy the wine we buy, Morrisons has devised – ta-da – The Taste Test to accompany the bright and shiny new Morrisons Cellar.

Answer three simple questions and you'll find out if your preference is for 'sweet', 'fresh', 'smooth' or 'intense'. Armed with your flavour profile, you will then 'confidently and easily' find the wine you're most likely to enjoy. Normally, I am immune to such surveys as so much marketing hogwash. I wasn't encouraged when I took The Taste Test to find my preference to be for 'smooth'. 'Intense', or at the very least 'fresh', I had hoped, but perhaps I'm in denial. 'Smooth', says Morrisons (harrumph), is what most women go for.

So it was on a cold spring morning that I entered an Alice-in-Wonderland world of flavour signposts, plant sculptures, finger foods and other atmospheric props aimed at nailing my preferences. Of course the real proof of the pudding is in the glass. I was amazed to find that these were not the Morrisons wines of yesteryear, but a sea-change in quality from anything that had gone before. The penny dropped. Could this be a way of staunching the flow of customers from the Morrisons' wine range, an 'undertrade' in the jargon?

In 'Fresh', I found myself enjoying a smoky, refreshingly citrusy 2011 Loimer Kamptal Grüner Veltliner, £14.99, a pungently passion-fruit infused 2011 Jackson Stich Marlborough Sauvignon Blanc, £12.49, and a peachy, stonefruit-rich 2011 Mara Martin Godello, £10.99. Astonished, I sashayed into 'Smooth' and found a characterful lemon-fresh 2011 Planeta Grecanico, £12.99, and a superbly perfumed, strawberryish 2010 Cono Sur 20 Barrels Pinot Noir, £7.49. On into 'Intense' and a complex, Burgundian 2011 Wirra Wirra 12th man Chardonnay, £16.99 and a vivid Cuatra Pasos Bierzo, £9.99.

If you're thinking abnormal Morrisons' wines at abnormal Morrisons' prices, that's what I was thinking, too, until I came across a steal of a succulent Vaucluse Syrah Grenache at £3.99 and a spicy, cherryish 2011 Terroir du Midi Fitou at £4.99. It turns out that Morrisons Cellar is just the first stage of an overhaul with the once-dreary own-label range to be re-launched in the autumn. So far so good then, a promising work-in-progress. Of course, the $64,000 question is whether Morrisons' customers will bite. If they do, Morrisons' bold experiment will have succeeded. As it deserves to.

Suggested Topics
Arts and Entertainment
Banksy's 'The Girl with the Pierced Eardrum' in Bristol
art'Girl with the Pierced Eardrum' followed hoax reports artist had been arrested and unveiled
peopleJust weeks after he created dress for Alamuddin-Clooney wedding
Life and Style

Sales of the tablet are set to fall again, say analysts

Life and Style
A street vendor in Mexico City sells Dorilocos, which are topped with carrot, jimaca, cucumber, peanuts, pork rinds, spices and hot sauce
food + drink

Trend which requires crisps, a fork and a strong stomach is sweeping Mexico's streets

Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Life and Style
ebooksFrom the lifespan of a slug to the distance to the Sun: answers to 500 questions from readers
Arts and Entertainment
George Lucas poses with a group of Star Wars-inspired Disney characters at Disney's Hollywood Studios in 2010

George Lucas criticises the major Hollywood film studios

football West Brom vs Man Utd match report: Blind grabs point, but away form a problem for Van Gaal
Arts and Entertainment
Bloom Time: Mira Sorvino
tvMira Sorvino on leaving movie roles for 'The Intruders'
Arts and Entertainment
Gotham is coming to UK shores this autumn
tvGotham, episode 2, review
Adel Taraabt in action for QPR against West Ham earlier this month
footballQPR boss says midfielder is 'not fit to play football'
First woman: Valentina Tereshkova
peopleNASA guinea pig Kate Greene thinks it might fly
Chris Grayling, Justice Secretary: 'There are pressures which we are facing but there is not a crisis'

Does Chris Grayling realise what a vague concept he is dealing with?

Life and Style
The charity Sands reports that 11 babies are stillborn everyday in the UK
lifeEleven babies are stillborn every day in the UK, yet no one speaks about this silent tragedy
Blackpool is expected to become one of the first places to introduce the Government’s controversial new Public Space Protection Orders (PSPOs)

Parties threaten resort's image as a family destination

Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    SCRUM Master

    £30 - 50k (DOE) + Benefits: Guru Careers: We are seeking a SCRUM Master to joi...

    Franchise Support Assistant

    £13,520: Recruitment Genius: As this role can be customer facing at times, the...

    Financial Controller

    £50000 - £60000 per annum: Sauce Recruitment: A successful entertainment, even...

    Direct Marketing Executive - Offline - SW London

    £25000 - £30000 per annum + benefits: Ashdown Group: A fantastic opportunity h...

    Day In a Page

    Two super-sized ships have cruised into British waters, but how big can these behemoths get?

    Super-sized ships: How big can they get?

    Two of the largest vessels in the world cruised into UK waters last week
    British doctors on brink of 'cure' for paralysis with spinal cord treatment

    British doctors on brink of cure for paralysis

    Sufferers can now be offered the possibility of cure thanks to a revolutionary implant of regenerative cells
    Ranked seventh in world’s best tourist cities - not London, or Edinburgh, but Salisbury

    Salisbury ranked seventh in world’s best tourist cities

    The city is home to one of the four surviving copies of the Magna Carta, along with the world’s oldest mechanical clock
    Let's talk about loss

    We need to talk about loss

    Secrecy and silence surround stillbirth
    Will there be an all-female mission to Mars?

    Will there be an all-female mission to Mars?

    Women may be better suited to space travel than men are
    Oscar Pistorius sentencing: The athlete's wealth and notoriety have provoked a long overdue debate on South African prisons

    'They poured water on, then electrified me...'

    If Oscar Pistorius is sent to jail, his experience will not be that of other inmates
    James Wharton: The former Guard now fighting discrimination against gay soldiers

    The former Guard now fighting discrimination against gay soldiers

    Life after the Army has brought new battles for the LGBT activist James Wharton
    Ebola in the US: Panic over the virus threatens to infect President Obama's midterms

    Panic over Ebola threatens to infect the midterms

    Just one person has died, yet November's elections may be affected by what Republicans call 'Obama's Katrina', says Rupert Cornwell
    Premier League coaches join the RSC to swap the tricks of their trades

    Darling, you were fabulous! But offside...

    Premier League coaches are joining the RSC to learn acting skills, and in turn they will teach its actors to play football. Nick Clark finds out why
    How to dress with authority: Kirsty Wark and Camila Batmanghelidjh discuss the changing role of fashion in women's workwear

    How to dress with authority

    Kirsty Wark and Camila Batmanghelidjh discuss the changing role of fashion in women's workwear
    New book on Joy Division's Ian Curtis sheds new light on the life of the late singer

    New book on Ian Curtis sheds fresh light on the life of the late singer

    'Joy Division were making art... Ian was for real' says author Jon Savage
    Sean Harris: A rare interview with British acting's secret weapon

    Sean Harris: A rare interview with British acting's secret weapon

    The Bafta-winner talks Hollywood, being branded a psycho, and how Barbra Streisand is his true inspiration
    Tim Minchin, interview: The musician, comedian and world's favourite ginger is on scorching form

    Tim Minchin interview

    For a no-holds-barred comedian who is scathing about woolly thinking and oppressive religiosity, he is surprisingly gentle in person
    Boris Johnson's boozing won't win the puritan vote

    Boris's boozing won't win the puritan vote

    Many of us Brits still disapprove of conspicuous consumption – it's the way we were raised, says DJ Taylor
    Ash frontman Tim Wheeler reveals how he came to terms with his father's dementia

    Tim Wheeler: Alzheimer's, memories and my dad

    Wheeler's dad suffered from Alzheimer's for three years. When he died, there was only one way the Ash frontman knew how to respond: with a heartfelt solo album