Supermarket own-label to simplify shop

UK supermarket Asda has unveiled a new own-label range called Wine Selection designed to make shopping for wine simpler.

The Wine Selection’s mid-priced tier

The new range aims to create a “recognisable mid-tier brand”, following customer research which showed that shoppers are often confused by wine and stick to a small repertoire of wines they know.

“The new Wine Selection range provides us with an opportunity to lead the market in demystifying the world of wine for our customers and bring clarity to what is often seen as a confusing and intimidating aisle,” said Asda’s BWS category director, Tracy Ford.

The range, which comprises over 80 new and existing wines, will be split into an entry-level and mid-priced tier, with different label designs clearly distinguishing the two (see picture, left and below).

The entry-level bottles will be merchandised in their own bay and will filter into stores nationwide from mid-October.

Meanwhile, the mid-tier range will be merchandised by country alongside branded wines and exclusive producer labels and will be phased in throughout October and November.

The new own-label look follows Asda’s Extra Special wine re-launch in October 2011.

The Wine Selection core range