Dan Jago, Tesco’s category director for beers, wines and spirits, has admitted that the days of being able to buy wine in the UK for under £5 are coming to an end, the drinks businessis reporting.
“Speaking at the Tesco summer tasting at the Millbank Tower… Jago told the drinks business: ‘It’s increasingly difficult to get wine below £5. We’ve got a terrific range of wines under £5, but it’s getting smaller and smaller, which is a good thing’”.
Jago said he still favoured promotions as a way of introducing consumers to wine but it was the responsibility of the retailer “to get customers to trade up”
The drinks business reported that although 61% of Tesco’s wine sales were for wine under £7, the retailer had seen significant growth in the £7 – £10 category.