Retailer Asda has broadened its wine collection with a selection of Grower Champagnes, regional Australian wine and ‘second tier’ regional ranges as it works more closely with suppliers to “fill in the gaps”. Speaking to the drinks business at its autumn tasting last week, Clive Donaldson, director of beverages at Asda’s IPL International Procurement and Logistics unit, who heads up its private label sourcing, that the “evolution” of the range was continuing to build on the change introduced in the spring. “We have ambitions to have certain things on our shelves and sometimes you’ve got to find the right supplier, it’s got to be the right fit for you,” he explained. As a result of this, the retailer has become more proactive in working with suppliers to find the right wine and style. He said: “We’ve stepped that up certainly on things like privately label projects and being a little bit intentional. As retailers, you can’t expect suppliers to come to you, so we are now being a bit more proactive to going into suppliers and having more creative conversations.” “I think that’s when you really deliver some really powerful value,” he added, and not just at £5-£6 level that Asda is well-known for, “but also in delivering value at the £10, £15 and £20 level”. “We think we get better wine on the shelves when we work with them and collaborate [together] agree on a project and bring it through to fruition,” he said. Joint-projects He pointed to a joint
This Article was originally published on The Drink Business - Wine
