Tesco wine fest will be biggest yet

28 August, 2008

Tesco plans to run its biggest wine festival yet from Sept 10

to Oct 7, with more than 130 wines on promotion.

The supermarket will focus on discounting award-winning wines, such as its Tesco Finest Fiano 2007, which won a trophy in the International Wine Challenge and will be sold at £3.99 a bottle during the festival.

It will also roll out the Great With ... concept it trialled at its spring wine festival, which aims to help customers make simple wine choices and think more about matching food and wine. Tesco has added a Great With Pudding recommendation, which suggests Finest Prosecco, Kendermanns Beerenauslese and Jacob's Creek Sparkling Shiraz as matches for desserts.

Tesco wine customer planner Sarah Archer said: "The aim of the wine festivals has always been to excite our customers . This year we

tried to push the boundaries of wine retailing, with our strongest promotional mix to date . We want our customers to enjoy wine, and by providing simple in-aisle educational devices

we've found that it gives them

confidence to

expand their buying horizons."

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