Tesco plots low-cost wines for Value line
Tesco plans to launch a range of cut-price wine aimed at cash-strapped consumers less than a year after pledging to make the category more upmarket.
It is understood that the line, due to appear on shelves before the end
of the year, will primarily consist of mainstream varietals such as
Chardonnay. The launch is being overseen by Tesco director of beers,
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The supermarket already offers lager as part of its Tesco Value range,
while its own-label wine is currently sold under its standard and Finest
labels.
A Tesco spokeswoman said the Value line was still in the early stages of
planning. 'The idea is to have a range of wines that fit in with the
current economic climate and customers' budgets,' she said, adding that
prices and branding had yet to be decided.
In August last year, before the start of the downturn, Tesco unveiled a
plan to expand its wine range to 1100 varietals. Of the 370 wines added,
more than 200 were priced at £6.99 or higher and branded under the
Finest label. However, the spokeswoman denied that the cut-price launch
was a U-turn as there were no plans to drop the more expensive
wines.
The planned introduction of the Value range has attracted criticism from
lobby groups, which say it will encourage binge-drinking, a charge
denied by the retailer.
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