Morrisons to hire more wine advisers to help its shoppers

10 December, 2010

Morrisons is to increase the number of wine advisers in its stores.

The move is being made after research for the company showed widespread ignorance of some basic wine facts among shoppers.

The supermarket group is also expanding its own-label offering to give consumers more choice across a wider range of purchasing occasions, and introducing 50cl bottles for the first time to encourage responsible consumption.

Morrisons research showed that 58% of customers think Chablis is a type of grape rather than a wine-producing region, while almost half believe Chardonnay is a region, not a grape variety.

Forty-three per cent failed to recognise that Beaujolais was a French region and 16% assumed Champagne was in Spain, Italy or Germany rather than France.

Morrisons said it was increasing the number of its in-store specialists to help shoppers navigate the range and learn more about choosing wine and food matching.

Wine development manager Arabella Woodrow MW said: “As more people stay in and host their own dinner parties, choosing wine can feel like a daunting prospect.

“This is why we are continuously perfecting our range, so that it is clear and easy to understand the difference between Bordeaux and Beaujolais.”?Morrisons has 437 stores.

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