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Tesco’s wine aisle gets a makeover

Tesco is revamping the look of its wine aisles based on the results of extensive consumer research.

The research identified consumers as two main types – the “engage me” customer, who has an interest in wine and enjoys browsing, and the “tell me” customer, who, intimidated by the so-called “wall of wine”, is looking for guidance.

The new look, which will be rolled out from mid-August, includes featured sections with space for extra product information and areas dedicated to the chain’s “Finest” range.

For less confident customers, an in-aisle area will focus on an edited selection of wines, including “great with”, “best sellers” and a selection of favourite wines.

Wine category manager Claire Lorains said: “We’re very excited about these changes and the fact that they have been driven by talking extensively with customers.

“Both our range and strategy have to meet the needs of the two groups in order to grow the wine category overall.

“Our significantly updated selection and new layout ensures we’re able to offer interesting and relevant wines, clearly identified, to all our customers, however they like to shop.”

Tesco has added 150 new lines this summer, including 50 new “Finest” wines and a selection of low alcohol wines from Australia.

Senior product development manager Laura Jewell MW said: “I’m pleased with the great variety of new wines we’ve introduced and believe these will appeal to our diverse customer base.”

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