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COPYRIGHT 2005 Financial Times Ltd.
(From Off Licence News)
Category reviews come around every couple of years at Tesco and this year was the year for wine beer being last year.
Through a series of focus groups and nationwide store surveys, customers told the retail giant whether they thought its range really measured up to their huge expectations.
As a result, says category manager Jason Godley, the wine range at Tesco has become 'uncluttered. Some major brands at GBP4-GBP6 have been taken out and replaced with higher-priced wines, which customers wanted there are now 10 wines in the GBP10-GBP20 price bracket.
Tesco's Wine Club is also being improved to meet the demands of a consumer base that is growing in knowledge and willing to learn even more. More New World wines from South Africa and Chile, as well as Australian wines at different price levels, will complement a French range that has grown sales at Tesco by 10 per cent.
There are now 37 new lines while the total range has been reduced from 750 to 720 lines a far more robust cull than some observers were predicting.
A former beer buyer with Tesco, Godley has expanded the product development team so Tesco can meet consumer demand to buy wines from more regions, at more price levels and with more experimentation with grape varieties. For those who want to pay even higher prices, exclusive parcels on Tesco.com will satisfy its broad customer base.
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