Vin de pays
When Brind joined Waitrose in the early seventies the wine consumer in Britain was served by the traditional wine merchant selling Old World wine from prestigious European growers. Selling wine in supermarkets was in its infancy. Brind recognised that there was an opportunity to introduce the consumer to new wines from all over the world. In 1973 he was the first buyer to introduce New Zealand Sauvignon blanc to Britain. Nonetheless, Brind did not neglect the traditional European market; instigating the Vin de pays revolution from southern France. So began the interest in New World wine and a cultural shift away from the traditional wine merchant toward the supermarket.