2. J SAINSBURY
: five wine, one winemaker and one new product developer
: 700+ wines (estimate)
BWS market share: 17.8% vs 14.6% grocery, (index 121.9%) value yoy: -0.6%
Sainsbury’s has kept a remarkably low profile over the past year under its elusive new BWS boss, Elizabeth Newman.
Although it over-trades in wine compared to its wider grocery share, value in the category during 2015 fell 0.6% in the past year, Nielsen says.
However the retailer has committed itself to EDLP, rolling out “round-pound” pricing, and made headline news when it promised to phase out multi-buy promotions. A notable exception is its periodic 25% off six bottle deals, which the BWS team admits encourages consumers to trade up. Some savvy customers used a combination of deals to snag themselves bottles of Prosecco for under £3, until Sainsbury’s briefly put a stop to it in early June.
Range-wise there has been little recent news. It has avoided the range slashing others have indulged in, but product development has been thin on the ground, though more is expected in the autumn. Rosé was a recent focus a new Taste the Difference Crémant de Loire followed the popular Pignoletto.