Basic sparkler joins value wine range at Sainsbury's

19 September, 2008

Fizz for under £4 as retailer extends own-label offering across drinks

Sainsbury's is planning to add a sparkling wine to its Basics range of value own-label products, which already includes red, white and rosť still wines.

White and dark rums will also be joining a Basics spirits range that currently comprises gin, vodka and Scotch.

The move marks a further reaction to consumer belt-tightening but wine buyer

Julian Dyer insisted the company was "not

going hell-for-leather" on the Basics route.

He said the sparkling wine addition would come in at under £4, a level in its range the multiple has already indicated it was looking to beef up (OLN, Aug 22).

The source of the fizz is still to be confirmed. The existing Basics wines are all from Spain.

Dyer added: "There's a bit less action going on in the £4-£6 range and the re'll be a slight delisting of that tier.

"There's a lot more activity below £4, but also above £6, and average prices are still holding up.

"We already sell more wines at £3-£4 than Aldi or Lidl, but that doesn't tend to stand out as much when you have a range of 800 wines. But the average Sainsbury's shopper doesn't want us to turn into a discount warehouse."

Sainsbury's intends to have its new style guide and own-label colour coding scheme in all stores by Christmas,

ahead of its original planned timescale for next

summer.

The scheme involves colour-coded labels and capsules for all its own-label wines, each colour relating to one of six flavour profiles highlighted on POS.

White wines will be in categories for crisp and delicate, soft and fruity, and complex and elegant, while reds will be light and elegant, smooth and mellow, and rich and complex.

Wines will continue to be merchandised in country sections.

Product developer Louise Lynch said: "We want it to be our USP and the reason people come to Sainsbury's. It's a way for them to understand wine and encourage them to trade up."

Own-label cider launch

Sainsbury's has launched

three own-label bottled ciders, produced

by Thatchers.

Original and Pear ciders are both priced

£1.49 for a 50cl bottle and have an abv of 4.5%.

The third cider

is made with a blend of 87% apple and 13% raspberry juice under the name Sainsbury's Cider with Raspberry. It has an abv of 4% and is priced at £1.79 for 50cl.

The flavoured cider is expected to change each summer.

Sainsbury's Cider Over Ice, which was launched for summer 2007, has been delisted.

Product developer Sarah Springhall said: "Initially we did me-too of Magners but people are moving on and getting into more boutique ciders

such as Aspall and Thatchers, which has given us the confidence to develop a range which has its own identity."




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