Tesco shows off BWS makeover

14th August, 2013 by Gabriel Stone

Tesco has officially unveiled a new look for its beer, wine and spirits displays, which have been redesigned to encourage customers to spend more time browsing the range.

5Currently on show at three pilot stores around the UK – Watford Extra, Coventry Arena Extra and Purley Extra – the new BWS aisle has been replaced with a lighter, more open space, shifting away from its traditional position against the back wall of the store. Shelves have also been lowered in order to make it easier for customers to view the retailer’s full drinks offer.

The new layout incorporates a number of themed and seasonal zones, including a fine wine and Champagne collection and cocktail zone as well as an area dedicated to premium beer and cider. Instead of using the end of the fixtures for promotions, these spaces are now used for seasonal displays.

In a move to improve the shopping experience further, Tesco has installed chiller units within the BWS section, while the malt whisky section features iPads to help customers understand more about the different styles available. Similarly, screens have been placed in the cocktail zone to provide tips on recreating popular drinks at home.

Gavin Warburton, Tesco category director for beers & spirits, introduced the new layout as a move that “reflects the Tesco Centre bws areaexcitement and enjoyment customers get from the products and has really put the category at the heart of the new stores.”

The project has been overseen for the last year by Emma Biggs, Tesco category format manager for BWS. “Gone is the typical end of store wall of wine, beer and spirits and in its place is a light, bright ‘drinks shop within a shop’”, she explained.

Although the retailer would not yet confirm how widely the new design will be rolled out, nor the timescale, Biggs remarked: “The whole BWS team has been to the Watford Extra store to have a look and their feedback will be used to improve and build the design as the project gains momentum throughout the estate.”

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

UK Brand Ambassador - That Boutique-y Gin Company

That Boutique-y Gin Company
Tunbridge Wells, Kent, UK

Senior National Account Manager – Grocery (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Senior National Account Manager – Wholesale RTM (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Digital Marketing Manager

Master of Malt
Tunbridge Wells, Kent, UK

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

Purchasing and Sales (Wine Trader)

JF Tobias
London, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Cambridge / Peterborough / Bedfordshire, UK

The Global Merlot Masters 2017

Deadline : 17th April 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more