UK convenience retailer the Co-op has overhauled its wine aisles to group its range by grape type or variety to make it easier for customers to experiment, as well as extending its premium own-label Irresistible range.
The changes in store follows research by Co-op, which found that consumers often feel “overwhelmed” when buying wine and lacking confidence to try something new. It has therefore added navigational shelf barkers (shelf edge signage) to make it easier for shoppers to find their favourite wine styles, as well as introducing the new layout across nearly 2,000 stores which will see similar wine styles grouped together to encourage shoppers to try new styles.
Joe Turner, Co-op commercial buying manager for wine and spirits, said the retailer wanted to help customers navigate the range. “We expect this to also encourage trial across countries of origin too, with a choice of Malbecs from different countries merchandised all together for example. This is just the first step in making Co-op’s in-store offer more accessible.”
In addition to the in-store reshuffle, it has extended its Irresistible brand, which was relaunched earlier this year, with five new lines from Spain, France and Italy. The additions include its first own-brand Rioja Blanco from family-run winery Muriel, Viña Gala Rioja Blanco DOC 2022, made from a blend of Viura and Tempranillo (retail price: £7.50). Other additions include; a Côtes de Provence Rosé 2022, (retail price: £10.50), Grenache, Cinsault, Carignan and Syrah blend from Maîtres Vignerons de Vidauban; a lightly oaked Languedoc AOP
This Article was originally published on The Drink Business - Wine
