Big four grocer Asda is bolstering the selection of wines available at its online store with almost 100 new choices.
Wine Selection Manager Philippa Carr MW said this was down to the demographic of customers. The online consumer is more engaged, and more likely to buy from a classic selection.
According to the Wilson Drinks Report, customers are also more likely to pay more for a French label. Ed Ashley, Senior Buying Manager at Wine Asda, told The Drinks Business in May that Asda under-traded in French wines. Asda’s new online selection, however, is almost 75% French.
Asda’s supermarket competitors have also been making recent moves in the wine market. Popular German discounter Aldi will start selling wine online next year, whilst Waitrose announced a partnership with The Telegraph earlier this week, which will see the launch ‘Telegraph Wine from Waitrose’ website.
Asda also refreshed its in-store range for Christmas recently, introducing a Chateauneuf du Pape Grande Reserve 2013, a Winemakers Choice chianti and a section of Spanish and Italian red wines for festive drinkers.
Ashley said that in May, wine accounted for around 8% of online sales for Asda, with around three quarters of this number being sold through the grocery site, and the rest through the wine shop.