Spar is responding to demand for more expensive wines and wider choice from convenience shoppers with the introduction of seven new own-label wines to its core range.

The aim is to trade consumers up as well as eliminate duplication in the range.

Trading manager for wines Daphne Teremetz told OLN: “People want choice and to be able to satisfy any of their needs, whether for a dinner party or a mid-week buy.”

Fellow trading manager Nick Jones added: “Customers are shopping everywhere and anywhere. They absolutely want that choice and quality from a local store at the end of their road. We need to make sure the range is relevant and offers as much choice as we can within that.”

Among the new listings, Spar has introduced a Valpolicella Ripasso 2013 at £10 – £8 on promotion – to replace a cheaper basic Valpolicella.

Other wines include Verdicchio dei Castelli di Jesi Classico 2014 (£8/£6.50), Les Deux Roches Muscadet de Sèvre et Maine Sur Lie (£7/£6) and Malbec Rios de los Andes from Mendoza (£7/£6).

Spar has also given its exclusive label Marquis Belrive Champagne an everyday low price of £16 and redesigned its packaging.

“We want to offer the same price all year round,” Teremetz said. “If you have only got one own-label Champagne, it doesn’t make sense for it to be only accessible at the cheaper price point at certain times of the year.”

Jones said: “The move within convenience has been to more of a planned shop, whether that is a top-up or a full shop. We know there are still impulse purchases there, but with this Champagne on offer we are hoping to pick up some of those opportunities we might have missed in the past.”

Spar will also have a magnum of its own-label Perlezza Prosecco, which Jones says is the first own-label magnum in a convenience store range, and will retail at £14.

“Even some of the multiples don’t have an own-label magnum,” Teremetz said.