Asda has become the latest grocer to announce it is revamping its wine offer in a bid to make it easier to shop.
It is targeting shoppers with a limited knowledge of the category with new entry-level and midtier own-label ranges. The news comes weeks after The Grocer revealed shoppers have bought 28.6 million more ownlabel bottles of wine in the past 12 months, while branded wine sales fell by 32.9 million bottles [Kantar Worldpanel 52 w/e 8 July 2012].
Asda’s new Wine Selection range comprises some 80 products, including new wines and relabelled products. The line-up includes an entry-level range on shelf from this week and merchandised separately. The mid-tier wines, which will be displayed by country alongside brands, will be phased in over coming weeks.
Asda said its research had shown many shoppers were confused by wine and stuck to a small repertoire. The descriptions on Wine Selection labels used “approachable” language such as ‘so and fruity’ and ‘dry and refreshing’.
“Wine Selection provides us with an opportunity to lead the market in demystifying wine and bring clarity to what is often seen as a confusing and intimidating aisle,” said Asda BWS category director Tracy Ford.
Sainsbury’s has also confirmed plans for a new mid-tier ownlabel wine range, to be positioned between its House and Taste the Difference brands. The by Sainsbury’s Winemaker’s Selection targets customers developing an interest in wine at mid-level price points, from £5 to £8.
Wines from Spain and Portugal are due on-shelf under the new brand this month with the full range phased in by May.
Two weeks ago, announcing the launch of its wine retail website, Morrisons promised a radical revamp of its own-label range based on a new Taste test.