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The Co-op revamps wine range to focus on own brand

Published:  11 March, 2014

The Co-operative is introducing 56 new wines to its range, which will have greater focus on own brand wines - especially its Fairtrade and Truly Irresistible wines.

The Co-operativeThe Co-operativeThe Co-operative is adding 56 wines to its range, as part of a major revamp.

The retailer is aiming to make the category easier to shop by merchandising wines by price and giving strong performing wines more space.

Rosé, bag in box and smaller format wines will get more room on shelf as part of the changes, with a greater emphasis being placed on the Grandes Marques Champagne brands which are performing well.

The group plans to offer more chilled rosé wine, which it believes is a major opportunity, particularly in the summer time. It currently undertrades on different formats of wine, which is why it's turning the spotlight on BIB and 18.7cl bottles.

The convenience retailer wants to make it easier for customers to navigate the wine fixture, and its new "clear on-shelf, vertical pricing hierarchy" aims to simplify the area. It will give prominence to its Fairtrade and Truly Irresistible products, which will be merchandised together.

The Co-operative's Californian trio - "Pink Chill Rosé", "Fab Cab Ruby" and "Big Chill Chardonnay" are being rebranded to emphasise their provenance, without making changes to the wine's flavour.

Simon Cairns, category trading manager for wine at The Co-operative Food, said: "We want to make the wine fixture easier to shop for our customers with wines merchandised by price, better availability on shelf and more presence for strong players in the range.

"These changes will hopefully make choosing wines much easier and engaging for our customers, as well as encouraging more shoppers to seek out The Co-operative Food stores because of our excellent wine range."

He added: "The changes to the wine range will also allow greater freedom to our passionate wine buying team, as more focus is given to own-brand lines."

The 56 new wines will include three new own-brand premium wines, The Co-operative Truly Irresistible Premier Cru Chablis rrp £14.99, Truly Irresistible Bio Bio Malbec (£8.99) and Truly Irresistible Leyda Valley Sauvignon Blanc (£8.99), to boost the retailer's premium range, which has been performing well since it was launched last October. It will also introduce the Co-operative Fairtrade South Africa Chenin Blanc for £4.99