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Asda Wine Shop boosts focus on fine wine parcels
Asda is upping its focus on fine wine parcels in its online Wine Shop as it seeks to increase exposure and build momentum of its wine site.
The retailer has added eleven new parcels to the online site, with a focus of classic French wines including wines from Medoc, Pauillac, Corbiere, and Pessac-Leognan, and three German wines.
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It includes three whites and two reds, including a Chateau de Rouillac Blanc 2013 from Pessac-Leognan (RRP: 19.98), a Rousanne, Grenche Blanc and Marsanne white blend from Chateau Haut Gleon in Corbiere (RRP: 11.97), and Viognier from Cave de la Visitation Condrieu 2013 (RRP: 14.97), a Cave de la Visitation Cote Rotie 203 (RRP: 17.97), and Chateau Artigues Arnaud Pauillac 2011 (RRP: £16.98)
“What we are doing now is giving it more of a focus. We know that customers like them, and it gives more exposure and awareness of the Wine Shop, which will be an area that e develop further” wine buying manager Ed Betts told db.
“We are trying to build momentum – they are limited buys but they will be refreshed and we will bring new ones in.”
Although Betts said the focus was currently on France, the parcels would be evolved and extended to include other Old World countries such as Italy and Spain and potentially to Australia.
“We are open to the next area. The beauty of the Wine Shop is that you can explore, so anywhere with a sense of story and a reason for [people to ] buy into it,” he said.
Other focus
German wines has also gone through a ‘mini-refresh, Betts said, which was an area that was largely “untouched” in the UK market.
“It is less beholden to tradition in terms of labels, so they’re more fun,” he said. “It’s a chance to give them the opportunity and we’ll see how it goes and if customers get behind it.”
As well as the four German wines launching exclusively online as wine parcel, which comprise two sweet Rieslings, a white Riesling from Rheingau, Leitz Out 2015 (RRP: £7.00) and Loosen Up Dornfelder 2012 (RRP: £9.00), launching exclusively online, two whites are going in store Leitz Blue Label Riesling 2015, and a Kalkstein Sauvignan Blanc from producer Reh Kendermann (RRP: £7.00).
The wine range underwent a large review in 2015, with around 8% of sku cut, in order to strip out duplication and make room for new wines, including the 16-strong Wine Atlas range to showcase lesser-known wines from alternative regions, but Betts said the range would “evolve” further next year, taking learnings from the Spirits range.
As part of this move, the Wine Atlas line-up will be reviewed and the team said it will consider moving some of the more familiar wines in the range into the core range.
“We’ve learnt a lot from it and looking to refresh it next year. It should be about a sense of discovery and it doesn’t make sense to keep it the same for several years, so we will renew it and bring in new wines,” Betts said. “But the range itself is here to stay, it is a great platform for us. People have bought into it and the labels give it great stand-out.”