Morrisons cuts wine range after review

09 September, 2013

Katie Mollet, Morrisons' new wine sourcing manager

Morrisons is culling its wine range by 15% as part of a continued bid to reposition its approach to the category.

The cuts follow a year-long review by the retailer into the optimum lines to have on its shelves as it mounts a concerted effort to claw market share from rivals.

Andrew Turner, category manager for wine, said: “We want to get the range right for our customers. That’s why we’ve spent the last 12 months reviewing our wine offer in order to provide a better shopping experience, both in- store and online.

“However, in order to do this, each category, brand and SKU must have a defined role. This includes Morrisons’ own-label, which we look forward to unveiling later this year.”

One leading supplier told OLN: “They currently have a huge range, so it makes sense that they pare it back.

“Go into stores at peak times and you’ll find a lot of core lines that are out of stock, which needed to be addressed, because consumers simply can’t go in and buy what they want.

“They are trying to be quite uniform about saying all suppliers will lose 15% of their SKUs, but it might not be that easy. The size of the range as it stands means the cuts will affect a lot of companies.”

Meanwhile, Morrisons has bolstered its wine buying team with the appointment of Katie Mollet as its wine sourcing manager, reporting to Mark Jarman, head of wine operations.

Mollet, who was previously a wine buyer at Waitrose, will be responsible for sourcing from Italy, Germany, Bordeaux, Loire, Alsace and Eastern Europe as well as fortified wines.

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