“I think there are some good opportunities for Spain - there needs to be a great deal of education for Spanish white wine. Portuguese reds are some of the most undervalued around,” said Somerfield’s wine trading manager, Angela Mount.
Mount said that while Spain had a very proactive generic campaign in the UK, Somerfield unfortunately had to cut back on its range of Spanish whites and Portuguese reds because of consumer perceptions during one of its most extensive range reviews in a decade.
She said it would continue to communicate a positive message about these categories through its magazine and sampling activity. “They are two of the toughest categories of wine around. We will continue to do what we can to push them.”