Morrisons trials revamped drinks section in York store

26 November, 2010

Morrisons is testing a new-look drinks section at a superstore in York.

The revamp includes a Perfect With section, featuring a selection of wines with suggested food matches for seafood, spicy food, savouries and red and white meat.

The main wine section has new header boards for New World red, Old World red, New World white, Old World white and rosé. All wines have a shelf-edge flavour ranking from one to nine for whites and A to E for reds.

There are separate Specially Selected bays for both white and red wine, featuring mid-priced French wines and a map showing the main French wine regions overhead. These are in addition to a Something Special fine wine section.

Gondola ends include a Party Drinks fixture – featuring RTDs and canned pre-mix spirits – and a bay for Light Style

Drinks including Lambrini, Concorde, Eisberg and Country Manor.

Wine development manager Arabella Woodrow MW told OLN the chain was trialling a fine wine section as part of the new look to see how it worked before deciding whether or not to roll it out nationally.

Sainsbury’s and Tesco have both expanded their fine wine offers this year.




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