Tesco to launch ‘value wine’ offering

Thursday, 09 October 2008
Tesco is to launch a ‘value wine' range by the end of this month (October) in one-litre Tetra Pak cartons in response to the economic crisis facing the country.

The wines - a red, white and rosé - are being sourced from Spain and they are likely to retail around the £3 mark.

The supermarket has talked about the possibility of a value range for some months but more details only came available at this week's press tasting in London. Wine category manager Andrew Carpenter said: "We are actively looking at how we market the products and how we price them."

He said Tesco and its wine buyers were reacting to the fast-changing economic situation in a bid to offer good value for its wine shoppers. "Twelve months ago, you wouldn't have predicted the situation we have now. The market has changed dramatically in that time and we have to adapt to it," he said.

He said 70% of Tesco wines were now priced over £5, with the average price between £4.50 and £4.60, but there were customers who were "strapped for cash". The Budget duty rises caused inflationary rises in wine prices, he said, but the market was now more price competitive and will be even more so over the forthcoming pre-Christmas period.

There was a danger some customers might drop out of the wine market all together. "We don't want that to happen and we are going to respond with a better value offering," he said.

Mike Dennis
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