Mark Jarman admits the chain under-performs in wine sales for a retailer of its size, but he believes this can be changed by making the range clearer.
Jarman, said: “We as a business under-trade in wine. If we achieve our fair share the opportunity is massive.
“The key focus is on segmentation and clarity. We are looking to overhaul our own-label range in terms of quality and packaging.
“We want to bring a greater degree of clarity to the range. We want to separate everyday wines from wines for special occasions.”
Jarman, whose 25 years’ buying, marketing and sales experience has taken in Allied Domecq, Waverley TBS and Seckford Agencies, is one of four new appointments in the past few weeks in an expanding wine team.
He said: “Our investment is a reflection of Morrisons’ commitment to the category. We have a new team in place, which brings with it a broad skill set.
“We have not just recruited buyers who have previously bought wine – we also have individuals who have worked in other buying roles or other functions who bring a range of skills to the new team.”
He said it is an exciting time to join Morrisons, which recently doubled its wine offering from 550 bottles to 1,100 and invested in a transactional wine website.
He added: “A tremendous amount of work has already been done in developing the range but there’s still a lot to do to maintain the momentum we have started to generate.
“We want to communicate with existing customers more and we are confident our own-brand relaunch will achieve that.
“We now have a far greater reach to customers through the website. It’s about taking customers from other supermarkets and selling more wine to existing customers.”