Asda revolutionises its mid-tier wine range

Asda revolutionises its mid-tier wine range

Asda is re-launching its own-label wine offering with a range called ‘Wine Selection’ – a collection made up of over 80 new and existing wines. The new range will create a recognisable mid-tier brand that is trusted by shoppers, clearly merchandised and independently endorsed by experts, in line with the retailer’s food brands such as Leiths Extra Special, Chosen by you and Butcher’s Selection. 

Building on the Extra Special wine re-launch in October 2011, the Wine Selection launch follows extensive customer research that revealed shoppers are oftenconfused by wine and stick to a small repertoire of wines they know. Around three quarters of shoppers were looking for easy-to-understand tasting descriptions on wine labels so the range uses everyday, approachable language, making it simpler for customers to shop the fixture, to try new wines and share them with friends.  The research also revealed that shoppers purchase by occasion rather than the food they’ll be eating, which led the retailer to label the bottles with the customer drinking habits in mind. 

Tracy Ford, Asda’s BWS category director, says of the launch: “We take huge pride in our own-label range and with an impressive 152 awards won so far in the last year alone, we’re now looking forward to building on this strength and driving market share. The new WineSelection range provides us with an opportunity to lead the market in demystifying the world of wine for our customers and bring clarity to what is often seen as a confusing and intimidating aisle. By providing them with great-tasting, clearly labelled wine that has been tried, tested and selected by experts, we know our shoppers can pop the cork safe in the knowledge that whatever they choose, they’ve chosen well.” 

Every single one of the red, white and rosé wines in the range has been hand-picked and tasted by Asda’s Master of Wine, Philippa Carr, before being put to the test by a panel of esteemed judges. The Wine Quality Institute – a team of independent, wine professionals – will try, blind-taste and endorse every wine selected, encouraging shoppers to trust the own-label range and explore newwines with increased confidence. 

The range will be split into an entry-level and mid-priced tier, with different label designs clearly distinguishing the two. The entry-level bottles will be merchandised in their own bespoke bay and will filter into stores nationwide from mid-October, whilst the mid-tier range will be merchandised by country alongside branded wines and exclusive producer labels and will be phased in throughout October and November.

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