The Co-op Group to make wine Truly Irresistible with new range

The Co-op is planning to make wine in a ‘hero’ department

The Co-operative Group is taking premium own-label range Truly Irresistible into wine as it reveals plans to overhaul its wine fixture.

The society will next month launch five wines under the range - Godello from Spain, Viognier Pays d’Oc from France, Montepulciano d’Abruzzo from Italy, Casablanca Pinot Noir from Chile and Mount Barker Shiraz from Australia. More are set to follow in the coming months.

The launch comes ahead of a complete revamp of the society’s wine departments next January, when The Co-op plans to remodel the fixture. A new identification guide will be introduced, using phrases such as ‘full-bodied’ and ‘light’ rather than the letters or numbers used by other retailers. The Co-op currently overtrades on wine and as part of its new food strategy plans to capitalise on this by making wine a ‘hero department’ in its stores.

The Truly Irresistible range was designed to showcase an “eclectic medley from exciting varietals and emerging regions”, said the society, alongside classic wines from traditional areas.

Earlier this month Tesco unveiled revamped BWS aisles in its new-format Watford Extra stores. Designed to make the wine fixture more “inspiring” and easier to navigate, the move introduced iPads and screens to offer information on drinks, and the retailer plans to add augmented reality content to many of its wines to enable customers to access extra information via their smartphones.

Last October, Asda revamped its wine range with 80 new lines, while Morrisons doubled its line-up with the launch of its Morrisons Cellar website and matched more than 1,000 wines to its numerical Taste Test flavour profile system. Sainsbury’s introduced a new mid-price tier - the Winemaker Selection - last October.