Asda in radical range review

09 October, 2008

Asda has brought in 250 new wines and increased its Extra Special range by almost half, to 40 wines, in a radical range review.

It's also introducing fine wine sections with products from £10 to £15 in 30 stores.

All stores will have dedicated three-for-£10 promotional bays, and the space for rosé wine is being doubled.

Asda's Master of Wine Philippa Carr said: "Three-for-£10 in this economic climate is absolutely important where people are saying ‘how much have I got to spend’.

“Customers will always want simplicity, that kind of edited choice. They want that ease of shop. We’ve looked at how we can make it even clearer and easier, and even better value.

"We’ve looked at market conditions - the credit crunch, exchange rate, vintages, trends like rosé - taking all that into account.

“There have been some lines we have taken out, and some gaps that have been filled.”




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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