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Asda wines go to Japan

Published:  19 January, 2009

Wines from the Extra Special own-brand of UK supermarket Asda are being launched in Japan.

Four wines are to be sold in almost 40 stores operated by Seiyu, a subsidiary of Asda's parent company Wal-Mart.

The Japanese retailer will be listing Chenin Blanc, Pinotage, claret and Medoc wines from the Extra Special range.

Seiyu's Takae Namba said: "UK products are very well-received in the UK. Japanese customers like quality wines and these four are great quality for a very good price. We expect a positive response."

Wine is growing in popularity in Japan, particularly among women in their 30s, who see is as a sophisticated drink.

Seiyu has seen 10% growth in its wine sales and has been steadily increasing its imported wine offering.

The most popular wines are selling for between 70 and 1,000 yen, the equivalent of between £5 and £8 in the UK, in line with the Extra Special wines' UK shelf prices.