“We’re about to go through a rebranding exercise for our premium own label,” starts Asda’s Clive Donaldson.

We’re talking at the Asda Autumn/Winter portfolio tasting in mid-October and Donaldson points to the company’s new Benoit Renaud Blanc de Noirs Champagne, which now sports an Exceptional label. He explains that this is part of a wider company move to discontinue Extra Special in favour of an upgrade to Exceptional.

Donaldson says that the new premium own label name has started to roll out across other categories and now it’s the turn of wine. “You’ll see if you go into an Asda store that some areas such as cheese and some deli foods have transitioned.

“There’s a new brand emblem and packaging,” he says with the wine department set to evolve for the next six months until the Extra Special wine range becomes Exceptional.

Donaldson is keen to point out that this isn’t just a rebranding exercise.

“I would prefer to think of Extra Special being discontinued, and then premium own label reimagined,” he says.

“One of the key things for us is trying to evolve the look and feel. We’ve been evolving the wines – the contents of the bottle – over the last three years. We need to tie in with the corporate direction and we also need to reflect that improvement in a new look and feel. I think it’s really important that you do it in that way around – you can’t make the visual changes and then say, right in six months’ time we’ll improve the wine.”

He emphasises that wine is on the slow side, in terms of FMCG (fast-moving consumer goods), with changes only possible every vintage.

“You’ll see about 10 products come in before Christmas and then the vast majority in the first half of next year.”

WINE ATLAS

Donaldson also highlights changes to the supermarkets Wine Atlas discovery range, which showcases wines from lesser known regions and grapes.

“We’ve given that set of products a home on the fixture – it’s got its own hot spot and POS, so they are merchandised together. We found that the products can quite often get lost among hundreds of wines on the shelves. We’ve learned lessons from that, and we think if the discovery ranges that are out there in the market continue, you’ll start to see this more.”

He also mentions a few changes to the Wine Atlas range to reflect the seasons, including a Cotes Du Roussillon, as well as a Bonarda from Argentina.

DUTY CHANGES

Elsewhere, Donaldson says the 2023 duty changes have made the supermarket more mindful of alcohol content, “particularly at the entry level, because if you aren’t, those wines aren’t entry level anymore”.

“It’s been fascinating actually, and really good,” he says. “Winemakers around the world have learned a lot really quickly and I’ve been pleasantly surprised. Particularly whites from warmer climates – having the alcohol slightly lower has tightened some of those wines up.”

He says reds at 11% abv “will be a little lighter” but he also sees that winemakers are “getting very good at understanding how you get phenolic ripeness”.

Though he also adds that alcohol does “lots of things other than intoxication” and wines with higher abvs still have a place.

“You’re not going to see us try and do an 11% Châteauneuf-du-Pape,” he says. “That wine will be unashamedly rich and hedonistic and generous.

“Where it makes sense to, we will try and manage abvs sensitively and I’ve genuinely been pleased with some of the results.”