Laura Jewell MW told OLN the retailer would reduce the lines in its 950-strong range that are sold at a cut price by more than 75%. The move will allow Tesco to highlight more appealing deals and make the aisles appear less cluttered.
Jewell said: “The big thing for us now is Christmas. It will be a tough Christmas, but I also think it will be good.
“We will have a maximum of 100 to 120 wines on promotion, that’s versus 280 last year. We still want to promote a lot and want to ensure customers can still get their favourite wines at a good price.
“We are not reducing the amount of promotional space, but we are reducing the number of wines on promotion, so there’s a better focus.”
The more enticing, blockbuster deals will be positioned on gondola ends, leaving the aisles for a “more educational” approach.
Tesco will continue to put its Finest range at the centre of its offer. Jewell added: “There will still be a focus on Finest, and
we will be introducing our most expensive one in the range yet – Chassagne Montrachet Premier Cru Morgeot 2011 at £34.99.
“We will be having some fun with Champagne and looking to put Methuselahs [6-litre bottles] in three London stores for Christmas parties.”