Asda launches own-range wine collection

23rd October 2012 - Fine Cut

Asda is the latest supermarket to launch its own-range collection of wines, according to thedrinksbusiness.com.

The news follows the launch of own-brand wine labels from supermarkets such as Sainsburys and Waitrose.

The 'mid-tier' brand is set to include over 80 existing and new products, according to the retailer. The merchandising will be clear and 'recognisable'. The products are also said to be independently endorsed by experts, which is the same process as Asda's 'Extra Special' and 'Butcher's Selection' ranges.

It is thought that the range was designed after market research showed that many shoppers were left confused by wines - with many sticking to the same few. Asda has therefore chosen to make the labelling very clear and will categorise the wines by the occasions they will be most suitable for.

Tracy Ford, Asda's Beer Wine and Spirits (BWS) director, told harpers.co.uk that the new collection would allow the retailer to bring 'clarity' to the wine industry.

She added: "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 isle."

The wine range will start appearing in Asda stores throughout October and November.

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