Tesco wine team cuts back on promotions to increase focus

06 November, 2014

Jewell: maximum of 120 wines on promotion

Tesco is reducing the number of wines it will offer on promotion this Christmas as it seeks to simplify its offer and give consumers more focus.

Laura Jewell MW told OLN the retailer would reduce the lines in its 950-strong range that are sold at a cut price by more than 75%. The move will allow Tesco to highlight more appealing deals and make the aisles appear less cluttered.

Jewell said: “The big thing for us now is Christmas. It will be a tough Christmas, but I also think it will be good.

“We will have a maximum of 100 to 120 wines on promotion, that’s versus 280 last year. We still want to promote a lot and want to ensure customers can still get their favourite wines at a good price.

“We are not reducing the amount of promotional space, but we are reducing the number of wines on promotion, so there’s a better focus.”

The more enticing, blockbuster deals will be positioned on gondola ends, leaving the aisles for a “more educational” approach.

Tesco will continue to put its Finest range at the centre of its offer. Jewell added: “There will still be a focus on Finest, and

we will be introducing our most expensive one in the range yet – Chassagne Montrachet Premier Cru Morgeot 2011 at £34.99.

“We will be having some fun with Champagne and looking to put Methuselahs [6-litre bottles] in three London stores for Christmas parties.”

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