The Co-op is not planning to follow other major retailers and launch a range of ‘value’ wines into its portfolio, although the retailer is lining up sub-£3 wines from Australia for the New Year.
Kay Wheelton, head of category at the Co-op, said the retailer was already pushing the value message through new in-store POS and the recently-launched TV advertising campaign, with the theme of “Good Deals Locally”.
The campaign informs shoppers they can get bargains in their local stores, rather than travelling miles to out-of-town superstores. A new version of the ad is due to appear before Christmas. “It [the economic situation] obviously brings a different focus for our customers,” said Wheelton.
Category wine buyer Maria Elener told Talking Retail there were no plans for a ‘value’ range. The Co-op already has a range of £2.99 wines from Spain and a white and a red wine from Australia will be launched at the same price point in the New Year.
“We don’t go below £2.99,” she said. “We think we offer good value. We have always done three for £10 out of our own range. We are not launching a value range. We have wines that do that job any way and our customers know that. We offer good value as much as we can at all [price] points and we have always been focused on everyday wines.”
By contrast, the Co-op is launching its first premium own-label range and the seven wines, all priced at £7.99 are currently going in-store. The four whites comprise the 2007 Viña Vedra Albarino (Spain), the 2007 Eden Valley Riesling (Australia), the 2008 Leyda Valley Sauvignon Blanc (Chile) and the 2007 Domaine St George St Gabriel Viognier (France).
The reds in the range are the 2007 Montepuliciano d’Abruzzo (Italy), the 2007 Casablanca Valley Pinot Noir (Chile) and the 2006 Barossa Valley Shiraz (Australia).
Other additions to the Co-op range include the first Fairtrade sparkling wine, the 2008 Co-operative Fairtrade Cape Sparkling Brut (South Africa, £7.99) and the Balance Cube Chardonnay and the Balance Cube Shiraz. The Balance Cube still wines from South Africa are packaged in 1.5-litre boxes, with a retail price of £8.99.
Mike Dennis
