Waitrose boosts Australian and Fine Wine ranges

Waitrose has revamped its Australian wine range to focus on the breadth and regionality of the country, while also taking its Fine Wines range “even more premium”.

The upmarket retailers has transformed the range, with 25 wines set to be replaced by mid-July, representing nearly 45% of the high distribution offering, according to buyer Alexandra Mawson.

She said her aim was to inject greater regionality and personality to the range and showcase the direction Australian wine was taking, consolidating its position as a “serious contributor” of hallmark varietal wines offering “stunning purity of fruit with inspiring labeling and presentation, at excellent value for money”.

The new wines range across all price point, from Storm Tree Shiraz 2015 South-Eastern Australia at £5.79 to Simon Hackett The Champion Reserve Cabernet Sauvignon 2010 Coonawarra at 28.99, although the majority are priced in the mid-tier. Others include Fox Gordon ‘Sassy’ Sauvignon Blanc 2015 Adelaide Hills, Australia  (RRP: 7.99), Eddystone Point Pinot Noir 2013 from Tasmania, (RRP: 16.99), Atkins Farm Shiraz 2014 McLaren Vale, (RRP: 9.99), Penfolds Bin 8 Cabernet/Shiraz 2013 from South Australia (RRP: 19.99) and Jansz Premium Cuvée NV Pipers River, from Tasmania, (RRP: 16.99)

“My aim  has been to introduce further breadth and diversity, showcasing some charismatic and talented winemakers and their appealing, vibrant, top-value wines, many of which have never been sold in the UK before and are exclusive to Waitrose,” Mawson said. “I want Australia to grab more attention from our customers and enjoy exuberant sales growth.”

Waitrose sales of Australian wine grew 4% ahead of the market in the last 52 weeks, head of buying Pierpaolo Petrassi MW noted, adding that the retailer had been encouraging its customers to explore wines from regions which were more unfamiliar and had been seen a strong performances in many areas.

The team has also set to take its Fine Wine range “even more premium” following a recent overhaul, which is said showed its customers “great appetite” for Fine Wines. It is adding a higher percentage of wines in the £25-25 bracket, freeing up space by moving the cheaper £12-15 end into its core lines, and it intends to boost the fine wine range with further rolls outs of fine wine parcels, following the launch of 12 new Italian Fine Wine parcels in March and the new directly sourced Château Giscours 2004 Margaux 3ème Cru Classé, (RRP: 69.99), which is already available online and in 260 stores. Further parcels are planned for Bordeaux, Burgundy and other regions.

The team has also “refocused” on Burgundy, following a decline in sales last year, refreshing the range with a “mini range review” predominantly of its red wines, as well as its Beaujolais selection, although buyer Nick Room admitted there was “more to do”.

“A bold Burgundy selection, supported by an interesting promotion programme (which is now more available to us given the easing of quantity restrictions), have helped to reverse last year’s decline,” he said.

New Burgundies include Labouré-Roi 2013 Gevrey-Chambertin (RRP: 28.99), Jean-Jacques Girard 2012 Beaune Premier Cru Clos du Roi, (RRP: 29.99) and Louis Latour 2013 Chevalier-Montrachet Grand Cru Les Demoiselles, (RRP: 185), which is available online and in less than ten stores.