Tesco's fine wine sales grow

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Tesco’s fine wine revamp has paid off - the retailer has seen sales jump 50% in the past year.


The fine wine range was overhauled by Laura Jewell MW after identifying that customers were increasingly trading up on wine. 


The facelift was carried out in June 2011, both in store and online. Although fine wine sales have increased by 50% in the past 12 months, Tesco was unable to provide supporting figures.


In store, its fine wines are predominantly Old World appellations, with “the occasional New World boutique winery” thrown in, and priced between £15-£30.


These wines, previously grouped under “The Collection” but now labelled “Fine Wine”,  also had signage updated to point customers to the 300-sku range available online at a broader price bracket.


Jewell, fine wine product development manager, said: “Over the past year the Tesco Fine Wine range has been given a complete facelift and, as our rising sales figures indicate, a growing number of our customers are prepared to pay a little bit more for a top quality bottle of wine. The selection will be refreshed every few months to encourage these customers to continue to trade up and experiment with new wines.”

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