Tesco aims to double sales of its Finest wines with six new launches and more in the pipeline to make the most of a return in consumer confidence for 2010.
The new Finest wines introduced over the coming months will take the own-label range to more than 100 and by this time next year the line-up will have grown to account for about 13% of Tesco's wine up from 10% this year.
"The range will continue to expand and be a reference point for quality, excitement and value for money in the wine aisle," said Dan Jago, BWS category director. "We aim to double the revenue from Finest over the next year."
Graham Nash, product development manager BWS, said he sensed an improved consumer confidence in the economy that would drive sales and said Finest was a good way to introduce "new, exciting varietals" that people may need reassurance on.
"When the recession hit we lost a quarter of a million people from wine they've come back and we don't want to lose them," he added.
Finest was a means of "de-mystifying" the wine aisle, according to fellow product development manager James Griswood. "There are so many different styles, so anything that can help the customer is great," he said. "The plan is to try and give each Finest product as much of a home and personality behind the brand as possible."
He added that such confusion had blighted sales of French wine, which last year was overtaken by South Africa in volume growth.
"France has very much stood still while the rest of the world carried on," he said. "It's a very traditional winemaking country and a lot of its styles, techniques and even labels are literally written into law. If there's a consumer trend moving in one direction, it doesn't allow them to follow."
The six new Finest wines include Awatere Valley Pinot Grigio 2009 (rsp: £8.16), Old Vines Garnacha (rsp: £6.99) and Old Vines Tempranillo 2008 (rsp: £6.99).
The new launches were revealed at Tesco's Spring Tasting this week, which marked the 10th anniversary of Tesco Finest wine.
The new Finest wines introduced over the coming months will take the own-label range to more than 100 and by this time next year the line-up will have grown to account for about 13% of Tesco's wine up from 10% this year.
"The range will continue to expand and be a reference point for quality, excitement and value for money in the wine aisle," said Dan Jago, BWS category director. "We aim to double the revenue from Finest over the next year."
Graham Nash, product development manager BWS, said he sensed an improved consumer confidence in the economy that would drive sales and said Finest was a good way to introduce "new, exciting varietals" that people may need reassurance on.
"When the recession hit we lost a quarter of a million people from wine they've come back and we don't want to lose them," he added.
Finest was a means of "de-mystifying" the wine aisle, according to fellow product development manager James Griswood. "There are so many different styles, so anything that can help the customer is great," he said. "The plan is to try and give each Finest product as much of a home and personality behind the brand as possible."
He added that such confusion had blighted sales of French wine, which last year was overtaken by South Africa in volume growth.
"France has very much stood still while the rest of the world carried on," he said. "It's a very traditional winemaking country and a lot of its styles, techniques and even labels are literally written into law. If there's a consumer trend moving in one direction, it doesn't allow them to follow."
The six new Finest wines include Awatere Valley Pinot Grigio 2009 (rsp: £8.16), Old Vines Garnacha (rsp: £6.99) and Old Vines Tempranillo 2008 (rsp: £6.99).
The new launches were revealed at Tesco's Spring Tasting this week, which marked the 10th anniversary of Tesco Finest wine.
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