Morrisons has doubled its own-label wine offering as part of a major relaunch and rationalistion of its wine range.
The retailer is introducing three new ranges of house wine – two entry-level tiers and a premium ‘signature’ range – in the revamp, which will boost its own-label wines from around 11% to around 20%. However, the overall number of wines available in store has been cut, from 620 to 600.
Head of wine operations Mark Jarman said the move would remove duplication and make the range more effective and efficient, while keeping the right balance between interest, variety and affordability. “Our focus is in ensuring clarity, breadth of choice,” he said. Enhanced features such as QR codes and Taste Test numbers have been included on the labels to provide more information for consumers.
The entry-level wines have been subdivided into the ‘chalk board’ range of generic single varietals sourced from unspecified countries(rsp: £4-5) – named ‘chalk board’ for the chalk-style look of the label – and a country-specific varietal range. This comprises 12 SKUs, including a Beaujolais, an Italian pinot grigio and Australian shiraz and will be merchandised within its country of origin. The chalk-board wines will be merchandised separately, in one bay.
Morrisons has also introduced 65 wines under a new ‘signature’ range – which is targeting special occasions. The range, which varies from wines such as a Pic Saint Loup (rsp: £8.99) to a Châteauneuf-du-Pape 75cl (£14.99), does not have one umbrella design, but has been endorsed by the retailer’s signature on the front label.
“We are reacting to consumer demand – they want wine that looks the part but still has the endorsement of an own label,” Jarman said.
The retailer has also introduced UK bottling for the first time, after signing a contract with Accolade. Around 50% of the chalk-board wines are being bottled at Accolade Park in Bristol, but Jarman said there was the potential to extend the range further. It has also boosted its bag-in-a-box offering, replacing its tertiary brand with the chalk-board range.
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