The Co-op has reported growth in own label wine sales, as consumers continue to seek value amid the cost of living crisis.

Speaking at the convenience retailer’s summer tasting yesterday, commercial buying manager for wine and spirits, Joe Turner, said growth is coming from both the standard Pioneer range as well as the premium tier Irresistible range.

“Irresistible white wine is up 36% in value terms,” he said, citing figures for the 52 weeks to May 11. “Irresistible red is up 3% – more modest but still positive.”

Turner said Chile and Italy are driving white wine sales, while Australia is bolstering the reds.

He mentioned the company’s commitment to Fairtrade, with this year marking 20 years since the first Co-op Fairtrade wine listing.

To mark the occasion, he highlighted new launches including Fairtrade Irresistible Tilimuqui Argentinean Sparkling Brut – a 100% Torrontes at £9.50.

Turner also flagged the remerchandising project undertaken last September, which saw a new, more accessible approach to the wine aisles and new additions to the Irresistible range.

“It’s gone even better than planned,” he said of the revamp. “We’ve seen an 8 percentage point swing in sales from day one of going live. It’s in 2000 stores – merchandised by grape or style, and customers get it.”

Turner said store colleagues have fed back that they find it easier to restock the wines because they better understand where they should go on the shelves.

“If they find it easier, then customers will certainly find it easier,” he said.

Single serve

Turner also revealed a new focus on single serve drinks for the retailer, as the Co-op looks to unite the range.

A new cross-category fixture will see canned single serves presented together, including products such as RTDs, wine and craft beer.

“We see a lot of cross-shopping in that area, so we’ve put it all together in a full bay of single serve, all aluminium cans. It looks amazing and it goes live on June 24, initially in 150 stores.”