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Wine range strategy for M&S focuses on sub £10 range

Published:  27 May, 2016

Garry Brooking, trading manager for Marks & Spencer, and his team of buyers and wine selectors were on celebratory form at the M&S Spring Press Tasting last week, having just knocked Tesco off the top spot for the most own brand medal wins in this year's International Wine Challenge.

With three trophies, 12 golds, and 37 silvers, it's a clear statement of the focus on quality by the retailer. 

Brooking seems most delighted about the fact that over 35% of these awards are for wines under £10. "We have really been focussing on delivering value in our range at every level.  But the sub £10 range is crucial and we have relooked at our range and repositioned pricing to ensure we are competitive in today's market. We're delighted at the spread of the awards across all styles and price bands."

"This is a real key focus for us", he continued "The 'dine in' strategy is core to our business, and we have had to revisit our range accordingly."  

M&S work on building long term relationships with their suppliers, and this is fundamental to their success, according to Brooking. He said: "We work with suppliers for the long term. They understand our strategy; they help us to find exactly what we need to fit every price point."  But Brooking emphasised that the team also nurture new, engaged suppliers and are looking to invest for the long term.

M&S will be showcasing their IWC 2016 award-winning wines in all stores with POS, but will also have key display areas and end of aisle features, highlighting the medaled wines.

"I'm incredibly proud of my team and delighted that we have proved through third party endorsement that we continue to offer great value to our customers," Brooking concluded.