Asda cuts back RTDs to focus on cider

25 July, 2008

Asda is halving the amount of space it devotes to RTDs, it has been revealed.

The supermarket group said this week that the category was being downgraded, with more space being devoted to the booming cider category.

A spokeswoman could not confirm if the decision would mean delistings for RTD brands, or simply fewer facings for the existing products in the

line-up.

The RTD category is now worth £207 million in the off-trade, according to Nielsen data for the year to April 19, and is declining at a rate of 7% a year.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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