Cairns to move Co-op away from discounts

17 May, 2013

The Co-operative Groupís new wine boss plans to move away from discounts and overhaul its own-label range.

Simon Cairns, a former Morrisons buyer who crossed the Pennines to fill the role left by Paul Bastard, said he is relishing the challenge of replacing the industry stalwart.

He told OLN: ďThere is a great opportunity to provide an interesting and eclectic range that is competitively-priced and well-communicated to our customers.

ďAs long as customers know what they can expect before they buy, then they will experiment and I believe that an industry-wide solution to help educate customers will move the market away from being so heavily promotion-led. My plans are to enjoy the job and define a wine range that provides for the broad customer needs that our 2,800-plus stores cater for.

ďIt is also important to use the skill and passion of our buyers to develop a Co-operative own-brand range that we are truly proud of.

ďWine is a luxury item and its purchase is discretionary to most customers. If we fail to excite these shoppers by only providing a ubiquitous range, then the category will suffer and the whole industry will become more homogenised.Ē




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Reaching the 50th instalment of Hemmingís Way is hardly the biggest milestone, but I donít need much of an excuse to pour myself a glass of champagne before getting dressed. Itís a better reason than I had for all 49 other instalments, anyway. Not that that stopped me.

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