Asda’s wine range revamp

06 August, 2010

Asda is revamping its wine range and giving own-label greater prominence in a bid to increase “quality and choice”.

The retailer said it was doubling the number of wines in its three-for-£12 range to 40 in response to feedback highlighting that shoppers want more variety within the multibuy offer, which increased by £2 in May (OLN, 14 May 2010).

Signalling an intention to trade consumers up, it is also launching an Award Winners bay into 253 stores to showcase its own-label range, with prices from £3 to £9.99.

The bays contain 29 SKUs from across its top-tier Extra Special and Asda own-label lines, selected from 145 awards its wines chalked up across competitions this year, including the International Wine Challenge.

Karen Doran, wine buying manager, said Asda was relaunching the wine range to “focus on value, quality and choice”. She added that more was in the pipeline for next year, when Extra Special would play a bigger role in the offer.

The retailer is working to grow its own-label wine contribution – which currently makes up 18% of its sales – to nearer the industry average of 25%.

Doran said: “We think we have the right number of SKUs but we want to focus on Extra Special. We need to make it easier for consumers to shop because it’s not easy to spot. We know the quality is right, because the results speak for themselves.”?Asda’s bag-in-box range has also been put under the spotlight with its 3-litre own-label being reintroduced in a smaller “cube” format, and the portfolio reducing from 14 varieties to eight.

Doran added: “Bag-in-box needs a bit of TLC. It’s predominantly women who buy it and we’ve made it a bit funkier and better looking.”?As part of a series of initiatives being undertaken by the retailer since the arrival of Adrian McKeon as category director for beers, wines and spirits in January, Asda said it was also considering following Sainsbury’s lead of introducing case deals in-store and is reviewing its online proposition.

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