Asda has given its booze aisles a major shake-up.
The retailer has added more than 100 new wines to its aisles, exclusive data reveals [Edge by Ascential 52 w/e 12 June 2019].
New branded additions to the range include SKUs from Freixenet, the Graham Norton Wines brand, four new McGuigan Black Label bottles, Most Wanted, Casillero Del Diablo and Treasury Wine Estates’ recently-launched Embrazen brand. Asda also boosted its own-label offer with new Winemaker’s Choice SKUs.
However, to make way for the new SKUs it has slashed lines from some brands.
Jacob’s Creek for instance, has been completely delisted. South Australian wine brand Zilzie’s four-strong range has been slashed too.
Chris Shead, grocery channel director at Jacob’s Creek owner Pernod Ricard said it and Asda had “mutually agreed to de-list” after it had “experienced both volume and value decline over the last year, which has been driven by a number of factors: FX rates, Brexit and Cost of Goods increases”.
The likes of La Maison Elyse and Lindeman’s Gentleman’s Collection also lost some shelf space.
In beer, meanwhile, the picture was much the same, with Asda boosting the presence of prominent craft brands such as Meantime, BrewDog, Camden and Thornbridge, as well as more premium world brews such as Pravha and Super Bock.
Confirming the move, a spokesman for the retailer told The Grocer Asda was ”constantly looking at what our customers want when it comes to beer and wine, so our latest range review ensures we’re providing quality, value bottles in line with changing tastes and trends”.
Asda has added a handful of new spirits, with wins for brands such as Bushmills, Funkin Cocktail Mixers, Greenall’s and Kopparberg (for its recently launched pink gin). There do not appear to have been any major delists in the spirits category.
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