WaverleyTBS this week unveiled a revamped portfolio, which includes 160 new wines, and announced it will freeze prices on 240 of its 700 wines.
The overhaul mainly centres on the company's French wine offer where around 50% of the changes have taken place, including new wines and suppliers in Chablis, Burgundy and the Rhône.
The company's selection of 240 wines, which are being held at last year's prices, come from all over Europe, where the euro exchange rate has been more favourable of late, said wine director Neil Bruce.
There will be some price rises on New World wines however, where exchange rates and global demand have driven up prices.
"In the four years that I have been at WaverleyTBS I have not seen changes made on this scale," Bruce said.
"We have tasted hundreds of wines in a very comprehensive process to try to ensure that we get the best quality and value in our range."
Wines from Spain, New Zealand, Chile and Argentina also underwent a sig-nificant review by the company.
The Chilean range, which has seen marked growth for the firm over the past few years, now accounts for nearly 10% of the volume of wine WaverleyTBS sells in the UK on-trade, has been "beefed up" in a move that has included expanding the breadth of the range to encompass more reserve and premium level wines to meet demand, said Bruce.