BWS market share: 9.4% vs 5.1% grocery, (index 184.3%) value yoy: 7.1%
Wine is a key area for the chain, and the Co-op enjoys a bigger over-trade than any other retailer – around 9.7%, versus 6.7% grocery share, BWS boss Simon Cairns says, which he attributes to a strong reputation for sourcing among the customer-base, as well as the rise of convenience retailing.
The team is enjoying the bounce from the Co-op’s recent range event, which “finessed” the range and introduced cluster ranging to make it work harder.
So the core 160-wine range is supplemented with 25% from the wider portfolio tailored by store type and demographic, ensuring the “right wines go into the right stores”.
Progressive stores now stock more “esoteric” wines, and Cairns is encouraged by growth in France (+15%), Spain (+15%), Italy (+5%) and Fair Trade (+28%), when historically the Co-op’s key strength has been in Australia, South Africa and Argentina.
Moving to EDLP has boosted volumes (+3.6%), away from high/low promotion, with values up 2.3%, with 44% of sales generated by own-label wines.
“We are growing considerably ahead of the market, which gives me confidence that the range is doing what I wanted it to do,” he says.