Award-winning wines on offer in Tesco in-store festival

The leading drinks retailer said the festival activity has been designed in direct response to customer feedback, with price promotions, in-store tastings and the expansion of the “Great with...” concept.

The promotional mix has been developed to “encourage customers to experiment and expand their wine repertoire, by offering them great reasons to try new or more expensive products without the financial risk”.
Tesco is offering some its award-winning wines at discounted prices, such as Tesco Finest Fiano 2007 available for £3.99 a bottle.

Following trial in the spring wine festival, the “Great with...” concept will be rolled out to nearly 400 stores during September. It is designed to help customers make simple wine choices and encourage them to think more about food and wine matching.

A new “Great with Pudding” has been introduced following customer feedback, with Tesco Finest Prosecco, Kendermanns Beerenauslese and Jacob’s Creek Sparkling Shiraz among the recommendations.

Sarah Archer, Tesco wine customer planner, said, “The aim of the wine festivals has always been to excite our customers in the wine aisles. This year we have tried to push the boundaries of wine retailing, with our strongest promotional mix to date and the expansion of the ‘Great with…’ concept.

“We want our customers to enjoy wine, and by providing simple in-aisle educational devices and great offers, our customers tell us that it gives them the confidence to buy new products and expand their buying horizons,” she said.