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Morrisons wins the battle of the multiples at Harpers Awards 2014

Published:  03 June, 2014

Morrisons was the big supermarket winner at last night's Harpers Awards 2014 held at London's Hurlingham Club picking up both the overall Best Multiple Drinks Retailer of the Year and the Best Multiple Online Drinks Retailer of the Year awards.

The results are testimony to the work that has been going on behind the scenes at Morrisons over the last 18 months since the arrival of Steve Mosey as head of beers, wines and spirits.

Morrisons beat off competition from Aldi and Waitrose to be named the Best Multiple Drinks Retailer of the Year.  The judges felt Morrisons "had taken its entire drinks department by the scruff of the neck and completely transformed its offer based entirely on the feedback, research and needs of its customers".

In their summing the judges added: "This is a multiple retailer with a winning integrated consumer based drinks strategy that has been implemented through all channels of its business, both on and off. Which is no mean feat."

Morrisons was also the inaugural winner of the Best Multiple Online Drinks Retailer of the Year which was introduced to the awards for the first time this year to recognise the huge steps being taken in the sector in multi-channel and online retailing.  Tesco Wine by the Case was the runner up.

Morrisons may have been the last of the Big Four multiples to launch its own grocery online website, but it has bided its time well, said the judges. They said: "It has used its dedicated wine only Morrisons Cellar concept to act as the trail blazer for its main, now combined, grocery website."

They added: "The results are outstanding. Morrisons has waited, and implemented an online retail strategy focused entirely on the needs of its customers that has taken online retailing to a whole new level. "

"What it is doing is exemplary of European retailing."

Both categories were sponsored by Broadland Wineries which sponsored all the Industry and Multiple awards handed out on the night.

* You can read the full list of winners at the Harpers Awards 2014 in our related stories section or by going to Harpers Awards on the site.