Tesco has authorised a ‘simplification’ of its private label wine offering in an effort to remove product ‘duplication’, as part of a change it hopes will be conducive to quick and easy in-aisle purchase choices.
“Before we had the main Tesco own label range, plus Simply and Vineyard, but now those two tiers have disappeared, we just have the one range,” a spokesperson told The Drinks Business.
“Tesco wanted to simplify the wines range and make is easier to shop, making it more transparent and easier to understand and felt that the different tiers of Vineyard and Simply were making it more complex for people because it brought in price-branding, which it want to move away from.”
“Now it has one own brand range with much more stable pricing, that will help people find the wines they want and understand the pricing a lot better,” he added.
Tesco notes that its Finest* range will be unaffected by the move, aside from the fact that six of its SKUs will move to the new private label offering. In total, only ten wines are totally new to the grocer.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
