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Tesco looking to help customers pick the right wines as part of category overhaul

| Wine and liquor

Amid an overhaul of its wine category, Tesco is looking to help customers pick the right wines for important occasions and what to drink with various foods.

The chain’s - What To Drink Now – guide provides insights on how to pair wine and food, whilst a new wine finder website (, aims to help customers pick the perfect wine to suit their tastes.

The launch comes amid moves by Tesco to counter the threat of Aldi and Lidl in the category by overhauling its wine range and adopting their fixed price model in a shift away from regular promotions that have epitomised the supermarket’s sales strategy in recent years. Tesco’s wine range has been reduced by 27% to 660 wines in a category review that went live in stores last week.

The chain said it is aiming be more transparent with wine prices being more “simple, clear, straightforward” and as much as possible round numbers – for example, £5, £5.25, and £5.50. More space is also being given to bestselling wines.

Tesco’s Master of Wine, James Davis, commented: "There is something special about enjoying a fantastic glass of wine. At Tesco we don’t want anything to hamper that experience, which is why we’ve tried to make wine shopping so simple, you’ll think you’ve had one glass too many!

"With our new guide, simpler pricing and customer reviews, we’ll help you find the perfect wine for everything you eat, everything you attend and everything else."

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