Low-abv wine 'important' category, says Asda

Details

Published on Tuesday, 30 October 2012 14:05

Written by Laura Heywood

A surge in demand for lower-alcohol products has led Asda to hold its first ever low and no alcohol tastings in stores nationwide.

The supermarket has reported a 135% year-on-year increase in sales of low-alcohol wine, and a 33% growth in low-alcohol beers and cider.

The low-abv wine category has really taken off for the supermarket, according to BWS category director Tracy Ford, who said it's "really important for us."

Ford added that Asda has added 64 new low and no alcohol products to its range in the last year, including Cobra alcohol free lager and Kopparberg's Pear and Mixed Fruit no alcohol ciders.

The two-day in-store sampling push was designed to drive the low-alcohol market forward, according to Ford, and help shoppers make more responsible choices. "Consumers don't really get it - it's about creating awareness," she said.

At the in-store tastings, customers were given leaflets explaining the category and offering money-off coupons.

Asda is also "investing quite heavily in [lower-alcohol] RTDs within the spirits category," according to Ford. "We see that being quite an important offering."

She added that wine-based RTDs could be part of Asda's range going forward. "We're certainly looking at anything that people might like. It's important we're offering these alternative products which are getting a lot more sophisticated."