The aim for Asda this spring/summer is to offer wines that are interesting but accessible. This is what Clive Donaldson, director of beverages, tells me at the supermarket trade tasting. 

Just off from the main tasting space, we’re chatting in an airy Portuguese restaurant in central London. Over the table, Donaldson explains that part of this is being careful not to “alienate the customer” through either too high a price point or overly niche positioning.  

Instead, according to Donaldson, the supermarket aims for a sweet spot in which it introduces the consumer to new types of wine without a massive financial commitment. “It’s a mindset of gently encouraging. There is no guarantee someone is going to like it, but we’re offering an affordable way to try it,” he says.  

WINE ATLAS 

There is no better example of this than Asda’s Wine Atlas series, which has gained a couple of products for the summer season. 

With the slogan ‘a passport to wine discovery’ on each bottle, the Wine Atlas bottles offer a way into more unusual countries and varieties at a low price point, explains Donaldson. 

“The Wine Atlas really is a vehicle to tell a good story,” Donaldson says. “And what’s quite heartening is that when you look at the sales data, we can see that when people buy one [from the range], they quite often buy a number of them, which is exactly what we wanted it to do.” 

Made up of six wines in total, the two new wines in Wine Atlas are: Sparkling Garda, from Italy, made of 100% Garganega, which retails at £6.97; and Cinsault, from Stellenbosch, which is 85% Cinsault, 7.5% Shiraz and 7.5% Grenache, retailing likewise at £6.97. 

The range also features a new vintage of Albariño, from New Zealand (RRP: £7.97); Carricante from Sicily (RRP: £6.98); Fetească Regală from Romania (RRP: £5.98) and Île-de-Beauté Rosé from Corsica (RRP: £6.97). 

CHARDONNAY 

Outside of the Wine Atlas, Donaldson tells Drinks Retailing that the supermarket is interested in the chillable red trend for summer. However, the one wine that really interests him is Chardonnay. 

In many ways, the beverage director says, Chardonnay has fallen out of fashion in the UK. But he thinks it will be coming back. 

“In Australia, all the young trendy drinkers are moving away from Sauvignon Blanc, and they are rediscovering Chardonnay, which is nice to see. And in the US, people are keen, especially with that buttery style of Chardonnay where everything is really dialled up.” 

This is reflected in Asda’s summer offering by one option in particular: Butter Side Up Chardonnay, which comes from California. “This kind of Chardonnay especially makes sense with barbecue and those strong smoky flavours,” he adds.  

CANNED WINE 

Another major part of Asda’s presentation is the supermarket’s dedication to canned wine. At the trade tasting, there are 11 different canned wines on show, the majority of which are Asda’s own brand: Pica Pica. “Canned wine isn’t putting the bottle in danger yet,” Donaldson says, but it is gaining massive traction. 

“Our Pica Pica brand is our number one can brand and it’s engaging with younger consumers than our typical wine drinker. 

“There’s also a really nice stat that our Viognier in a can has the highest loyalty of any product in our range. So, when people try it, they go back. It ticks a box for them.” 

This kind of format, Donaldson predicts, will be especially important over the spring and summer with an influx of picnics and barbecues. This, he says, is true of Asda’s classic canned wine and the spritz range too: Pica Pica Elderflower, Lime & Mint Wine Spritz and Pica Pica Blackcurrant & Berry Wine Spritz. 

THE FUTURE 

Finally, looking forward to the future, Donaldson says that the supermarket’s emphasis will be on changing over its own-brand labels from Extra Special to Exceptional, a change of direction that’s been in process for a number of years. 

“In six months, nearly everything should be labelled as Exceptional, and we’re really hoping that also changes the look and feel,” Donaldson tells me. 

“It’s been very important to us that it’s not first changing a label and then making the changes. It’s all been front-facing.” 

So, while it might have taken a long time to move over, at least in Donaldson’s eyes, it’s worth the wait.