The promotion will run on selected lines but does not include top-end wines such as Vintage Champagne.
The move is motivated by the need to give consumers familiar wines at keen price, according to Dan Jago, category director for BWS.
“There’s no doubt we’re beginning to see small signs of confidence in people’s buying habits,” he said. “That’s not to say people are necessarily any less discerning about how they spend their money.
“People are becoming more finely tuned towards knowing what they like and don’t like and being less adventurous in shopping behaviour. We’ve seen that through 3-for-£10, which has given people huge security and been extremely successful.”
Jago hailed Tesco’s Finest as “the strongest brand in our portfolio” and said the range would be expanded this Christmas with the addition of wines including Block 13 Shiraz/Grenache 2008 from D’Arenberg in the McLaren Vale (rrp £7.99).
Tesco is also creating a range of restaurant-inspired dishes, designed to be cooked at home, that incorporate recommended wine matches on the packaging. Included in the Finest Restaurant Collection range are Asian Style Salmon matched with Finest Malbourough Sauvignon Blanc, and Scallop and Leek Filo Tartlets with Welsh Rarebit, paire with Finest Premier Cru Champagne.
Mid-tier brands in Tesco’s portfolio are “struggling”, Jago admitted, as consumers become “increasingly confused by ladder tiering”.
“The industry and brand owners have got to spend more time creating a reason for customers to buy a particular wine,” he said.
Tesco is carrying out shopper research to gauge support for changing how it displays wine in-store from merchandising by country, to merchandising by style.
More and more people are wanting “refreshing wines in a particular style” regardless of where it comes from, rather than choosing wine because it comes from a country they particularly like, according to Jago.