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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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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