Tesco's Jago promises 'aggressive' Christmas promotions

19 November, 2007

Tesco's Christmas promotional activity has started earlier than last year and is set to be more aggressive, according to BWS boss Dan Jago.

Speaking exclusively to OLN, Jago – who as head of beer, wine and spirits at the grocery giant is the most powerful person in the UK off-trade – said: “Deep promotional activity is even more aggressive than last year, across the board. It’s proving to be a very competitive market and customers are getting a very good deal.”

When asked to comment on moves by suppliers – such as Diageo – to encourage value back into the category this year by dropping multi-buy promotions, Jago said: “All the brand owners are encouraging a level of promotion at Christmas. Some are using a different mechanic this year.”

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