Buyers: four wine buyers, two sourcing managers
Range: 550 (60 online exclusives) with a 25% target for own-label
BWS market share: 9% vs 10.2% grocery, index 88.2%, yoy value +0.8%
Although Morrisons still under-trades in wine, the retailer has scooped some major awards, helping to boost its profile with press and consumers alike.
Last year saw a “reset” of the wine aisle, with 5 to 10% of the range cut and £10m spent on remerchandising – a move credited with boosting post-Christmas quarterly sales.
This saw it remerchandised by colour and country, with better descriptors on shelf to help consumers navigate more easily, and a greater focus on the entrylevel chalk-board range. Spain and South America also benefited from a revamp.
But the price crunch rolled out in February and May largely passed the BWS category by.
It now plans to build on its range and “refocus” on wines, raising the level of cross-merchandising across the store (a wine/meat cross promotion is soon to roll out, for example). But it hasn’t only been about bricks and mortar. Its tie-in with Amazon Fresh, which includes a high proportion of own-label wines, also came out of left field this year.