Supermarket pushes smaller-format wines

This month Tesco is featuring 50cl format wines thanks to the initiatives of two New World producers.

Australian Vintage and Concha y Toro believe the 50cl category is an “expansive and innovative solution to the trade,” highlighting the benefits of the format, which include promoting responsible drinking by limiting portion sizes and offering “premium wines at a more affordable price.”

The four 50cl bottles are available in 600 Tesco Express stores across the UK. The two wines from each producer are on a three-for-£10 promotion, allowing customers to mix and match between wines to gain full benefit from the promotion.

The chosen wines for Australian Vintage are the McGuigan Grey Label Chardonnay and Shiraz, while Concha y Toro’s perennial off-trade brand Casillero del Diablo is available in Sauvignon Blanc and Cabernet Sauvignon in 50cl.

Paul Schaafsma, UK and European general manager for Australian Vintage said: “The trade needs to push 50cl as a category in its own right. Concha y Toro is a like-minded producer and we se this partnership as a real opportunity to create, and drive, the brand forwards.”

Simon Doyle, commercial director for Concha y Toro said: “We see the 50cl format as an opportunity to satisfy a number of needs. Not only is it timely and relevant given the current economic climate and the need to push the responsible drinking message but it also responds to customers’ occasion-driven purchases.”

Jane Parkinson, 05.10.09