Newcomers bump up Tesco spirits range for Christmas

19 October, 2007

Tesco is extending its own-label spirits with three additions to the Finest range .

Finest Irish Cream Liqueur and Finest Coffee Cream Liqueur, flavoured with extract of Jamaican Blue Mountain coffee, are available in 70cl and 1-litre bottles (£9.99 and £13.99).

As an introductory offer the 70cl bottles are on promotion at £6.99 and "performing very strongly", according to senior buying manager Simon Dunn.

An 8 Year Old golden rum from Trinidad has also joined Tesco's Finest (£12.49 for a 70cl bottle). Dunn said he had "high hopes" for the brand after seeing a surge in golden rum sales. "It's a superb quality of product for the price," he added.

Tesco has brought more than 300,000 new customers into the spirits category in the past 12 months, said Dunn, by introducing more educational signage

and encouraging shoppers to mix cocktails at home through in-store promotions .

"Our over riding mission is to make spirits more accessible and to drive penetration of new customers. If you don't get people into spirits it's going to go into long-term decline," Dunn warned.

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