M&S launches â€œmidweekâ€ wines
Marks & Spencer has launched a range of 50cl wines in response to consumer demand for smaller measures.
With many consumers complaining that the standard 75cl bottles remain unfinished midweek, M&S has responded with an 11-strong range of 50cl own label wines, which include a Montepulciano dâ€™Abruzzo, Fleurie, Sancerre and ChÃ¢teauneuf-du-Pape.
The range â€“ the largest 50cl offering on the high street â€“ also gives consumers the chance to trade up on quality without having to pay more.
â€œThis new size bottle will enable customers to experiment with different styles. Itâ€™s all about quality rather than quantity,â€ M&S wine trading manager Andrew Bird told the drinks business.
â€œOur 25cl range has done so well, but we wanted to fill the gap between 25cl and 75cl. A 75cl bottle is too much midweek. Women told us they ended up getting squiffy after a few glasses. We figured weâ€™d rather sell wine at 50cl than no wine at all to midweek drinkers,â€ said Bird.
â€œIâ€™m confident that in introducing this new range, sales of our 75cl bottles wonâ€™t be affected. Itâ€™s early days, but they havenâ€™t affected sales of the same wines in the 75cl measure,â€ he added.
Meanwhile, Bird spoke of the recent surge in online wine sales at M&S: â€œOnline sales now account for 10% of our total wine sales and theyâ€™re growing all the time.
â€œWeâ€™ve launched a TripAdvisor-style online forum on our website where customers can rate our wines, ask questions about them, and have other customers reply.
â€œWe donâ€™t police the comments. If you host a forum youâ€™ve got to do it with credibility and take what people throw at you. If we didnâ€™t publish the full spectrum of comments weâ€™d be talked about.â€