Tesco reveals two-for-£10 deal on Finest wine

23 October, 2009

Tesco has upped the ante in the pre-Christmas promotional stakes after launching a two-for-£10 deal on wines from its Finest range of premium own-label.

The promotion will run on selected lines but does not include top-end wines such as vintage Champagne.

The move is motivated by the need to give consumers familiar wines at keen prices, according to Dan Jago, category director for BWS.

“There’s no doubt we’re beginning to see small signs of confidence in people’s buying habits,” he said. “That’s not to say people are necessarily any less discerning about how they spend their money.

“People are becoming more finely tuned towards knowing what they like and don’t like and being less adventurous in shopping behaviour. We’ve seen that through 3-for-£10, which has given people huge security and been extremely successful.”?Jago hailed Tesco’s Finest as “the strongest brand in our portfolio” and said the range would be expanded this Christmas with the addition of wines including Block 13 Shiraz/Grenache 2008 from D’Arenberg in the McLaren Vale (rrp £7.99).

Tesco is also creating a range of restaurant-inspired dishes, designed to be cooked at home, that incorporate recommended wine matches on the packaging. Included in the Finest Restaurant Collection range are Asian?-style salmon matched with Finest Marlbo?rough Sauvignon Blanc, and scallop and

eek filo tartlets with Welsh rarebit, paired with Finest Premier Cru Champagne.

Mid-tier brands in Tesco’s portfolio are “struggling”, Jago admitted, as consumers become “increasingly confused by ladder tiering”.

“The industry and brand owners have got to spend more time creating a reason for customers to buy a particular wine,” he said.

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