Tesco is hoping to win over Russian expats by listing one of the country’s leading sparkling wines online.
The Abrau-Durso Cuvee Alexander 11 Brut NV is one of seven new sparkling wines and Champagnes available exclusively through the wine By The Case site.
Tesco’s master of wine Laura Jewell admitted the wine was not expected to become a “huge” seller, but felt it would appeal to Russian consumers living in London.
The Russian sparkling wine (£120 for a case of six) is made 300km from Sochi, the venue of next year’s Winter Olympics.
As part of the revamp of its Finest range, Tesco has also introduced an Italian sparkling pignoletto NV (rsp: £8.99) that it claimed could be the next prosecco.
It has also widened its range of sub-£7 still wines, boosting the regional French offering and improving the look and feel of packaging.
Tesco is looking to increase the customer base of its trial Co-Buy scheme to around 100,000 people in order to give greater flexibility on pricing, volumes and products. Launched in May, the shared online bulk buying scheme currently has about 8,500 subscribers.