Morrisons has axed a slew of SKUs from Accolade Wines’ Echo Falls and Hardy’s brands.
Five Echo Falls lines have been dropped since the beginning of the summer, joining three delisted earlier in the year and reducing the number left on shelf from 15 to seven [Brand View 52 w/e 8 August 2018].
Morrisons has also ditched Accolade’s entire Hardy’s Stamp lineup, while SKUs from the winemaker’s Banrock Station and Turner Road brands have also been dropped.
The grocer’s move comes after Echo Falls and Hardy’s faced plummeting sales in the mults over the past year in the face of competition from insurgent premium rivals such as Yellow Tail and Barefoot.
Hardy’s has lost a whopping £20.9m in value sales this year, falling 7.2% to £271.3m, while Echo Falls has lost £16.2m, falling 9% to £163.1m, as revealed in our Britain’s Biggest Alcohol Brands 2018 report last month [Nielsen 52 w/e 21 April 2018].
Morrisons and Accolade declined to comment.