Sticking neck out on price

Following a trial last year Treasury Wine Estates has launched more price-marked packs.

Wolf Blass Yellow Label Chardonnay and Cabernet Sauvignon are priced at £7.99, and Lindeman’s Bin 65 Chardonnay and Bin 50 Shiraz are available at £6.99.

Wolf Blass Red Label Chardonnay Semillion and Shiraz Cabernet are available marked at £6.49.


Last year TWE said it saw an opportunity for the wine category to grow by £200m in convenience stores by 2019.

It said research had shown that retailers could increase wine sales by offering a balanced range of wines, merchandising the fixture correctly, and by having clear pricing and a chilled range.

Business sector controller at TWE Shaun Heyes said: “With the £6-8 segment now growing by 4.9% year on year and holding a 24.5% share of the total wine category, the new price point will allow customers to continue delivering visible value to shoppers, while enabling them to take home more profit and unlock their share of the £200m category opportunity we identified.”

He said TWE is keen to ensure it is offering strong profit margins for customers.

He added: “Bottles in the PMP range highlight the prices clearly on the bottle neck, providing stand-out on shelf while also encouraging shoppers to trade up to more premium wines within the growing £6-8 price bracket.”