Supermarket own-label to simplify shop

Monday, 29 October, 2012
Patrick Schmitt, thedrinksbusiness.com
UK supermarket Asda has unveiled a new own-label range called Wine Selection designed to make shopping for wine simpler.
The new range aims to create a “recognisable mid-tier brand”, following customer research which showed that shoppers are often confused by wine and stick to a small repertoire of wines they know.

“The new Wine Selection range provides us with an opportunity to lead the market in demystifying the world of wine for our customers and bring clarity to what is often seen as a confusing and intimidating aisle,” said Asda’s BWS category director, Tracy Ford.

WineLand

The Wine Selection range.
The Wine Selection range.

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