Tesco introduces new look, own label wine range

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Tesco is launching a new look own label wine range to help customers navigate the UK’s largest wine selection.

Based on customer research, Tesco’s own label collection of wine has been simplified with the removal of the Tesco Simply and Vineyards brands to create a single family of over 100 wines at affordable and consistent prices. It will offer shoppers wines from as little as £3.50 to £8.00 and will sit alongside the premium Tesco finest range.

Each of the wines has been hand-picked by a team of wine experts who have travelled the world to find the best quality wines. The range change will give more space to bestselling wines, improve the availability of the most popular lines for shoppers and remove duplication.

Tesco’s Master of Wine, James Davis, said: “We’re really proud of this range. It has been selected with care, passion and skill and offers a range of styles to suit any occasion”

Gavin Warburton, Tesco’s category director for Beers, Wines and Spirits, said: “We’ve been listening to customers and they’ve told us they want to get great value for money on quality products, but they sometimes need help to navigate the range.

“With this in mind, we’ve made our award winning range more recognisable, and easier to shop by removing as much duplication as possible, so that shoppers can have the peace of mind that they can get everything they need at Tesco.”

Over the past 18 months, the retailer has been working to improve the shopping experience for customers by simplifying its product ranges, introducing lower, more stable prices, underpinned by Brand Guarantee, the first ever price match scheme which instantly gives shoppers money off their bill at the till if their branded shop would have been cheaper elsewhere.

A new visual identity has been created to support the refreshed range, which is more recognisable in store. Food pairings are displayed more clearly on the bottle, while new branding and labelling has been designed to help customers make a quick and easy choice in the wine aisle.

Tesco wines have been widely recognised for their value and quality of wine, having been named as the own-label Range of the Year for the last three consecutive years by the International Wine Challenge ( IWC). Earlier this month the retailer scooped an impressive 107 awards, with over 80% of the wines entered into the IWC awards picking up a medal.