& Mason is unveiling a redesigned and elevated own-label still wine collection, marking a significant evolution in the luxury retailer’s wine offering. The new 49-bottle range has been carefully selected to elevate quality across key wine regions, from South Africa and Argentina to Cornwall, alongside classic European countries including Italy, France and Portugal.
With price points ranging from £11.95 to £48, the collection has also been restructured to create a clearer hierarchy across the range, supported by a complete label redesign that enhances storytelling, navigation and shelf appeal.
The collection is split across two distinct tiers: Piccadilly House, Fortnum’s approachable and characterful everyday drinking range, and Fortnum’s Collection, a premium selection celebrating benchmark expressions of classic wines from some of the world’s most respected producers.
To bring the new range to life, Fortnum’s has partnered with renowned wine branding specialist Neil Tully MW and his design agency, Amphora, alongside award-winning illustrator Jasmine Hortop. Together, they developed a cohesive visual identity that balances Fortnum’s heritage as a purveyor of classic wines with a more playful, contemporary approach to everyday drinking.
Everyday Drinking: Piccadilly House (£11.95-£19.95)
The Piccadilly House range features 21 wines, created to appeal to both everyday wine drinkers and design-conscious shoppers. The range introduces bold, illustrative labels by Jasmine Hortop that are inspired by landscape, provenance and mood. The labels bring flavour cues to life through expressive use of colour. Each wine name features typography that reflects its country of origin, while subtle touches of Fortnum’s signature eau de nil create a thread of brand recognition throughout the range.
Celebrating Classic Fine Wine: Fortnum’s Collection (£16.95-£48)
The Fortnum’s Collection range comprises 28 premium wines and is designed to reinforce the retailer’s position as a trusted purveyor of classic wines. Produced in partnership with some of the world’s most recognised names in fine wine, the collection offers benchmark expressions of beloved styles with a true sense of place.
Each bottle is framed by the brand’s signature eau de nil blue banner, creating a strong visual link across the premium range. The label design communicates the wine and region, while also giving prominence to the producer, reinforcing the quality and provenance behind each bottle and positioning the range beyond a traditional own-label offering.
English Coastal White
Fortnum’s continues to raise its profile as a leading retailer of English wines with a brand-new ‘English Coastal’ white. This is an exclusive blend of Bacchus, Pinot Gris and Chardonnay made by Camel Valley in Cornwall, and features delicate notes of meadowsweet and elderflower alongside bright citrus and a gentle kiss of sea spray. The original, place-led name sets it apart from varietal alternatives, and the label features a colourful illustration of a Cornish cove.
To celebrate the launch, the wine is heroed in a window display on the iconic corner of the Fortnum’s Piccadilly store.
Edwina Watson, senior buyer wines & spirits at Fortnum & Mason, says: “I am delighted to launch this new range, which marks a significant evolution for wine at Fortnum’s. We have focussed on benchmark expressions of classic styles, from some of the world’s finest producers. These are quality wines with a true sense of place that we are proud to put our name to.
It’s been a pleasure to work with Neil Tully MW and his team at Amphora Design to bring these wines to life and to clearly articulate the Fortnum’s brand. The Piccadilly House range, featuring distinctive illustrations by Jasmine Hortop, represents a bold new direction for our own-label design. We believe they will appeal to a broad range of wine customers, from the casual drinker to industry taste leaders.”
Jasmine Hortop, illustrator, says: “I’m grateful to the team at Fortnum’s and Amphora for the trust, creative freedom, and joyful collaboration that shaped this project. I’m delighted with the sense of playfulness and authenticity this has allowed to come through, while staying rooted in the provenance of each wine.
My practice is guided by sustainability, a love of slow travel and a mindful connection to nature, and I always seek to bring the sense of flow and immersion I find to my work. From our initial tasting and design session through to developing the final concepts, it’s been a joy to playfully explore the landscapes and character of each wine, letting the feeling of each place lead the storytelling throughout”.
Neil Tully MW, founder of Amphora, says: “This project was about creating a wine range that feels unmistakably Fortnum’s, balancing heritage, authority and a sense of discovery. The challenge was to establish clear distinction between the two tiers while ensuring the collection felt cohesive for customers navigating the range.
The role of these bottles as ambassadors, not only for Fortnum & Mason, but also for their partner producers, away from the immediate retail environment was also an important consideration.
Fortnum’s Collection reinforces the retailer’s role as a curator of classic fine wines, while Piccadilly House introduces a more expressive and contemporary personality. Together, they create a stronger own-label proposition that reflects both quality and confidence. If Fortnum’s Collection is designed to appeal to the head, Piccadilly House is for the heart.”
Most of the new Fortnum & Mason own-label wines will be available in-store and online from May 2026, with launches staggered through to the autumn.
