Tesco wine revamp ups the ante on exclusive labels

Published: 23 October, 2012

Tesco is radically shaking up its wine range by introducing 300 new wines, and upping the ante on exclusive label brands.

The supermarket is boosting its own-label range overall but the recent success of its venture brands has prompted the introduction of 60 new exclusive label wines.

Graham Nash, product development manager, told Harpers that last year it did a lot of research into what consumers wanted, and made changes to its fixtures accordingly, and now was the time to bring in the right wine.

It has brought in 300 new wines in-store and 200 online. Changes are being phased in in two stages, with the first half already complete.

"We've got lots of new Finest, it's now at over 100, as well as new venture brands like Quirky Bird".

"Wine hasn't got so many dominant brands. We said, let's develop our own working with our agencies," said Nash. Harpers sister-title the Grocer recently published its Biggest Alcohol Brands report, which listed Tesco's exclusive label Ogio as a stellar performer, while its Wairau Cove also put in a strong performance.

The range changes won't be confined to wines from any particular geographical area, but will be sourced from across the globe.

The new wines will replace a similar number in stores, but the online range will grow. "Our ambition has always been to get to around 1,400 lines - that's 850 in stores and the rest online," Nash said.

Its online business accounts for around 10% of wine sales - with 5% coming from Tesco wine by the case and the remainder coming from the Tesco.com site.

"We've always had a focus on own label," said Nash, adding, "it's where we've had most product input."

Nash said the changes didn't mean Tesco was turning its back on brands, "but was moving away from some of the lesser-known ones to do something different and innovative".

"We've still got major brands - they're still important. Who knows how it will look in five years, but I think they will always be important," Nash said.

Its new exclusive label brands include Quirky Bird from South Africa, sourced through Accolade Wines and priced at £6.99; Les Vins de Place (sourced from Les Grands Chais de France) which includes a Fitou among others with an rrp of £7.99 and the Fair Mile (also sourced through Accolade from Australia) and available in different varieties at £7.49.

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