Tesco to push the finer things in life

Tesco has announced its intention to focus on pushing its Finest range of wines to UK customers throughout 2010 as the retailer seeks to capitalise on rebounding consumer confidence and increased spending.

The supermarket told the trade of its intentions at last week’s tasting of its spring wine selection in London.

Dan Jago, BWS category manager at Tesco, said: “Our first Finest wines were launched 10 years ago and we are proud of the way the brand has been created and enhanced by the expertise of our product development managers over these 10 years.

“Finest has offered a platform for new and interesting varieties to be introduced to the UK and has become a trusted label which our customers look out for, making it the number one brand in Tesco’s wine range.

“This year we will be celebrating the 10th anniversary by continuing to build on our Finest range.

“We have just launched six new wines and have more in the pipeline to be introduced over the coming months, taking the number to over 100 and we are aiming to double the brand’s significance to our business.

“The range will continue to expand and be a reference point for quality, excitement and value-for-money in the wine aisle.”

Among the new additions to the Tesco Finest range is an Organic Pinot Noir from Viña Cono Sur, Chile (£7.49), and an Organic Sauvignon Blanc 2009 (£7.49) from the same producer.

The retailer has also brought in a Pinot Grigio Trentino DOC 2009 from Cavit S.c (£5.97) and an Awatere Valley Pinot Grigio 2009 (£8.16) from Yealands Estate.

Alan Lodge, 15.03.2010