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Tesco launches new range

Tesco has unveiled a significant update to its wine offering, effectively increasing the range by 300 wines. The updated list is the result of a ten-month project, and will be available in stores from 13 August.

Jason Godley, Tesco’s wine category manager, commented, “This is one of the biggest category reviews by any supermarket in living memory.”

One of the most striking features of the overhaul is a doubling of Tesco’s rosé offering, bringing the offering to 62 wines in a number of stores. One country gaining significantly more shelf space is New Zealand, also featuring twice as many wines in the new list.

Although the review involved dropping certain wines, a total of 370 wines have now been added, bringing Tesco’s wine offering to over 1,100 wines  (excluding its fine wine and online offering), according to Godley.

From a price perspective, Godley suggested that the £6.99 – £10 price bracket currently presented an opportunity. “Customers are looking to experiment, and this [category review] gave us the opportunity to take a few risks,” he said.

The motivation behind these significant changes is partly a practical one according to Godley. He explains that new software being used throughout Tesco has eliminated previous restrictions on the number of ranges in various categories. He added, “In a time when we’re seeing a lot of consolidation of ranges, we’ve moved away from that, trying to increase the breadth of our offer, as well as deal with new suppliers and producers.”

© Clinton Cawood, db 4/7/07

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