Tesco backs wines under £4

29 October, 2010

Tesco remains committed to wines under £4 despite exchange rate fluctuations and duty hikes, new wine category manager Claire Lorains has told OLN.

“I still believe under-£4 wines have a very strong place in the market. For some customers that is very much their route to entry to fine wine,” she said.

“The Nielsen data [showing sales of wine priced under £4 are falling off] are interesting, but I think probably not necessarily reflected in all retailers within the current environment.”?Asked if it is currently harder to source wines to retail under £4, Lorains said: “That is our job – to make sure we deliver what the customer is looking for and work with our customers in the supply business to make sure we provide that, as well as looking at the range to make sure it is the best possible.

“Exchange rates pose challenges, but we work as hard as we can to overcome those challenges.”?Since Lorains joined from Tesco’s household team in March, she has been focusing on developing the own-label Finest range and refreshing the supermarket’s core range, as well as looking at the expanded online fine wine offering to see what would work in shops.

“In-store the challenge is how we can reflect the very small parcels we are able to sell online, but which are obviously very challenging, to transfer into the in-store retail environment. We continue to learn from what works online and what we can take forward into stores.” She added that the team is working on making Tesco’s range easier to shop, with “quite a lot in the pipeline” on that front, and that Christmas promotions would be different from what the chain has done in the past.

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