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Risk-free wine purchases from Asda

Published:  23 July, 2008

Asda is launching a range of mini wine taster bottles to help shoppers select new wines.

According to the supermarket, the concept gives customers a risk free chance of trying something new since the cost of the 250ml mini bottles can be redeemed against the cost of the full 750ml bottle of the same wine.

Launching the tasters, Philippa Carr, Asda wine buyer, said: "Customers tell us they need guidance and added choice and that they do find the wine aisle very complicated and confusing. We would like customers to try things that are a bit different and this is great way of doing it, risk free."

There are 15 tasters available initially spanning white, ros, red and sparkling wines and comprising brands and Asda Extra Special products. Prices range from 1.50 to 2 with full-priced bottles retailing at around the 5 mark. The tasters will be merchandised in a dedicated bay alongside the corresponding full bottles.

The supermarket has also been developing its Asda and Extra Special brands within wine and there are now 30 of its premium branded lines in the range and around 100 under the Asda brand in a total portfolio of 600 products.

Carr added: "In the last 12 months we've been looking at the Asda brand and Extra Special range and have repositioned Extra Special to make it more relevant to more customers. We've also put a fresh eye on the Asda branded range and we have re-labelled everything to bring it up-to-date."

Asda has also expanded the Extra Special brand in spirits and introduced a stylish, new bottle shape it is calling Oslo. The range comprises vodka, gin, whisky, XO Cognac, a cream liqueur, a Pimm's-style summer cocktail and sherry.