Of the 370 new wines going on Tesco shelves on Aug 13, 33 will be rosť while a significant number will be in the £6.99 -£10.99 price bracket - in a bid to get customers to break the £5 ceiling.
Tesco's wine category manager, Jason Godley, said the only way to encourage customers to trade up was to show them the difference in quality at the higher price point.
"It is a journey and it's not going to happen overnight. We have to put these wines in front of them, but customers are responding to that," he said.
The retailer has also doubled its rosť range to 65 to cash in on the category's rising popularity.
Godley said: "I think this change will mean we will probably have the widest range of rosťs of any retailer. It's becoming a
year -round purchase, so we are looking forward and think it is going to be bigger every year."
Organic and Fairtrade ranges will also double to 21 and 10 respectively this summer and another 24 wines are being added to the Tesco Finest range.
Designers are currently two -thirds of the way through revamping the packaging of the premium wine range and Tesco's own-label wines, which Godley thinks will help drive sales.
He said: "I'm seeing own label generally declining in the market which is a shame, but Finest has been growing and we are trying to grow that part of our business. Wine is quite a confusing area, but if it's got Tesco on it then customers think 'if they've put their name on it, it can't be that bad'."
The first version of this story
appeared on OLN's website