Tesco's focus on own label wines pushes sales up
Tesco has said its work this year in simplifying its own brand wines has been a success and it will continue to be a key focus area in BWS.
Graham Nash, Tesco’s product development manager, told OLN: “We have changed quite a lot in the last 12 months. We worked on getting our own label range where it made sense to our customers and moving away from half price deals, and eventually getting to a position where our customers could understand it better. It’s an ongoing process and something we will continue to work on.”
Earlier this year the company turned its attention to its own brand by simplifying the range, which involved removing Tesco Simply and Vineyards to create a single family of 118 Tesco wines. Since the relaunch in June the company said sales are up by 2.9% “and we have seen a significant increase in both the number of new customers to the range and those returning to buy again and again”.
Its flagship Finest brand has also been developed with a focus on ‘customer discovery and exploration’. It brought this mission to life this summer with its first Tesco Finest Pop Up Wine Bar in London’s Soho.
“The two week installation gave customers the opportunity to experience our range of Finest wines through wine flights, food pairings, and interactive sessions with Tesco wine experts and sommeliers, including James Davis MW,” the company said.
Nash explained: “We are trying to make the range better and more accessible to customers. We work really closely with wine makers around the world to deliver best quality at these prices. That is where customers trust our own-label and our work here is ongoing.
“The Simply, Finest and tertiary labels were confusing and so we tried to simplify that mid-tier range. It’s been a lot of work but now we have 118 wines. “
The announcement came as Tesco unveiled some of its new wines for the Autumn/ Winter period, which included a number of new bottles under its Tesco Finest label, including two new English wines: English Sparkling, produced by Hush Heath (£18) and an English White 2015, produced by Denbies (£9).
Other new Tesco Finest wines are: Passerina Terre di Chiete 2015 (£6), Hutes Cotes de Nuit 2012 from France (£12), Montagne St Emilion 2015 from France (£8), Spanish Tempranillo 2015 (£3.50), Cahors Malbec 2015 (£8), Vina del Cura Rioja Reserva 2001 (£8), a Chilean Merlot 2015 (£7), a Carmenere 2015 from Chile (£6) and a Limestone Coast Shiraz 2015 and a Merlot (both at £6) .
“Finest has been our hero own label in the past but recently our focus has been on all of our own brand wines. The numbers under the Finest label may change – they have gone up and down over the years, and it’s not a defined number that we aim for."