Oddbins’ huge value is recognised by European Food Brokers, one of the largest drinks distributors in Europe. They promptly snap up 35 high performing stores with plans to grow the iconic business both on the high street and online. The strategy has three simple steps. Firstly, adoption of honest and consistent pricing, this was revealed by the Everyone has a Price campaign in which customers were asked to choose the price they were willing to pay for wines and us selling the wines at the customer recommended price. Secondly, an increased focus on customer engagement, which has seen Oddbins launch a number of daring campaigns, customers matching songs to wines and the launch of The Palate in 2012, a competition to find the UK’s finest amateur wine taster. And finally, to maintain the high quality of wines that Oddbins’ customers have grown to expect, which has been achieved under the watchful eye of Wine Buyer Ana Sapungiu, who, fingers crossed, is close to becoming a Master of Wine.