Asda names new BWS head

15 July, 2011

Asda has appointed Tracy Ford as its new category director for BWS, replacing Adrian McKeon who was recently promoted to commercial director for grocery.


Ford has 12 years' trading experience at Asda in various departments including grocery and supply, as well as a stint in BWS before she joined the meal solutions team two-and-a-half years ago.

Asda said that under her leadership, the category “has turned round, outperforming food comparisons last year and for the year to date, with the real highlight being last year’s World Cup, which delivered strong sales growth”.

A spokesman for the retailer added: “In her new role, Ford will build upon the leadership position in the market with regards to the responsible retailing of alcohol and further develop a strategy to support the wine quality agenda.”




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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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