Spar has claimed a UK retailer first by making its entire own-label wine range vegan.
It comes after the symbol group pledged in 2019 to become the first grocer to carry out the move. It intended for its 70-plus-strong range to be more accessible for the growing number of shoppers exploring veganism.
The rollout began this month and will stretch across Spar’s 1,700 licensed stores across England, Scotland and Wales, which comprise both independents and its regional wholesalers’ company-owned sites.
The retailer explained many of its own-brand wines were already vegan, but had been “working closely” with key supplier partners over the last two years to offer customers a range that was entirely free of animal ingredients.
The vegan selection now includes: Spar Regional Selection Languedoc Red, Spar Regional Selection South African Reserve Chenin Blanc, Spar Vine & Bloom Rosé, Spar Prosecco Valdobbiadene DOCG.
“We are really proud to be delivering on our promise to become the first grocer offering an own label wine range that is suitable for vegans,” said Spar UK brand manager Adam Georgiou. “As more and more customers try, or move to, a vegan lifestyle, we want them to feel assured that Spar is a destination that can provide them with a high quality service and great range depth for all their dietary requirements.”
Georgiou explained the difference between vegan and non-vegan wine is to do with a process called ‘fining’.
“Wines naturally clarify and stable over time, but processing aids known as fining agents are used to speed up the process,” he said. “These are usually made from animal products, such as milk proteins and egg whites. However, vegan winemakers leave the particles to sink naturally to the bottom of the wine, or use non-animal fining products.”
The retailer said the main challenge behind the process was working with the few suppliers who hadn’t produced vegan wine before. However, once it explained the benefits, shared learnings, and provided support to them, the suppliers agreed to help Spar achieve its “end goal”.
Where changes had been made, Spar said working with wine consultant Philippa Carr MW became an integral part of ensuring quality and value remained at the forefront during the process.
Spar is supporting the launch with a multimedia marketing approach this month to reach customers at all possible points of contact. This includes digital communications, instore and online POS, consumer PR including advertorials, influencer activity, and sampling. The campaign aims to drive customers to Spar stores with price promotions that will run until early February.
The launch comes just over two years when M&S made the same promise to make all of its own-label wine vegan by 2022. The retailer told The Grocer 95% of its own label wines are now vegan and is on track to meet its target for all its own-brand wines on shelves to be vegan by the end of the year.
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