Tesco launches Value Tetra Paks
Published:  17 October, 2008

Supermarket still committed to broad range as new budget wines appear

Tesco has said it remains committed to its broad wine range despite the economic downturn, as it prepares to launch its Value wine range in 1-litre Tetra Paks.

Three Spanish wines - red, white and rosé - under the supermarket's budget own-label will be on shelves in a couple of weeks, according to buyer James Griswood. The wines will go into the majority of Tesco stores when they are released.

"They are very fruity, very simple but juicy and fresh," Griswood said.

A massive overhaul of Tesco's portfolio last year added 370 wines to the range, bringing it to 1,100 lines - and helped Tesco scoop five gongs in OLN's Drinks Retailing Awards 2008.

The supermarket, which has a

34% share of the UK off-trade drinks market according to Nielsen, said it remains committed to its

range .

Tesco is tight-lipped about what the Value range will cost, but buyer Graham Nash said: "The current climate is dramatically different to where we were a year ago, and we need to be conscious of what customers are asking us.

"More than ever they are looking for value - not entry-point necessarily, but value for money. Generally we are just saying that we need to evolve the range, not have drastic changes, and retain the breadth we acquired last year.

"We are not taking out everything over £10 and introducing 30 Value lines, but we will look with interest to see what happens with these new lines. The message is very clear - people are not after premiumisation at the moment."

Three-for-£10, half-price and single bottle price offers will form part of a "broad promotional offering" to support the range. Nash added: "We will still have the biggest range in the UK of all the major retailers by some distance, because we have a very broad customer base."




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