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Fine Wine on the Rise

Supermarkets are increasingly responding to consumer demand for premium wines.

Last month, Tesco increased its premium offering by 50 wines in nearly 200 stores. The move is the result of the chain’s successful range review last year, in which several top end wines were added.

The new premium and boutique wines range in price from £10 to £100, with the average between £15 and £25. The addition is accompanied by a bespoke shelf made of dark wood, as well as more detailed POS information. Ninety stores will feature all 50 of the wines, with about 100 carrying 25.

The Tesco category manager, Jason Godley, commented: “Customers have made it clear that they want to be able to buy more premium wine. We’re simply responding to consumer trends.”

Other retailers, such as Waitrose, have well-established fine-wine ranges. The group boasts a range of 120 fine wines in over 80 branches. Across the entire range, the average bottle price in Waitrose is about £5.50, but the fine-wine sections can apparently push this up to £8 in some stores.

db May 2006

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