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Supermarket squares up to box decline
Asda has relaunched its Wine Cube range to boost the struggling wine-in-box sector and to give the format more lifestyle appeal to customers.
The supermarket has invested in revamping the format even though the boxed wine market in the UK is in decline.
Despite the fact the general bag-in-box sector is struggling with sales in the UK, Katie Mollet, wine selector at Asda said: “We believe there are real growth opportunities in the market that can be tapped into and we are proud to be leading the way on this.”
Asda currently has a 16% share of the UK’s boxed wine market. Speaking of how the supermarket hopes to entice new customers to this wine format, Mollet added: “We decided to repackage the range to make it more a lifestyle item as opposed to a functional product, which is a step forward in the wine world.
“Wine in boxes traditionally had a fairly old-fashioned tag attached to it, but our designs are bang on trend and aim to introduce a generation of new drinkers to the concept,” she commented.
Asda’s Wine Cubes cost £10 each, the range includes a Chilean Sauvignon Blanc, an Italian Pinot Grigio, a Soave, an Australian Chardonnay, a Californian Zinfandel rosé, an Australian Shiraz, a Spanish Cabernet Sauvignon and a Spanish Merlot.
Jane Parkinson, 13.09.2010