Asda has reported a 46% upsurge in sales of French wine after giving it additional shelf space and bringing in price offers on a number of premium products.
The retailer says this increase has given it an 8.6% share of the French wine market in the UK, up from 5.8% this time last year.
Since April Asda has given over more shelf space to French wines and introduced price offers on product such as Chablis, Sancerre and Pouilly Fume.
“After taste testing a premium wine which has been on offer, customers are returning to buy it even when it’s at full price,” said Asda wine buyer Michelle King.
She added: “We’ve also seen a recent surge in interest in Italian and Eastern European wines, which – along with the French rises – have helped Asda push overall sales up by 11.7% across our entire wine category.
“This bucks the national trends, where the wine market has grown by only 4.6%.”
