Londis is attempting to move in on the territory traditionally occupied by off-licences as it goes for a larger slice of premium wine sales.

The symbol group believes it must counter moves into convenience by the multiple off-licence specialists. It is therefore taking strides to beef up its reputation as a wine merchant.

Londis anticipates the battle will be fought at the premium, New World end of the market, where it is adding 34 new lines priced between £5 and £10.

A further six will also join the range, which the retailer said would help illustrate that Londis stores were “no longer about selling Liebfraumilch by the gallon”.

Londis said 60% of its stores stocked 160 different lines, with its newly updated wine planogram advising retailers of how to reflect changing trends.

It claimed wine sales across its stores were up 7%, compared to a 12% decline in the multiple specialists year-on-year [ACNielsen MAT Sept/Oct 2002].