Tesco to triple online fine wine range

Tesco is planning to significantly increase the range of top end labels sold through its online operation, Wine by the Case.
Nick Jackman, Tesco Wine Club commercial manager, told the drinks business that the UK’s largest grocer would be “ramping up” its fine wine range and that it “probably wants to triple the offering”.

The website is currently enjoying a 12% increase in sales and has around 300,000 “active” customers – those that have shopped with Wine by the Case in the last 12 months.

Jackman said that the online medium attracted Tesco’s most affluent customers and that the website “was the perfect vehicle” for a fine wine range expansion.

Currently, Tesco Wine by the Case users spend an averge of £134 per visit and buy from the site three to four times each year.

Having generated over £58 million worth of sales last year Tesco’s online arm is the largest web-based wine operation in the UK, with a 40% market share.

Jackman also told db that online exclusives made up as much as 35% of Wine by the Case business, proving the scope for selling wines not stocked in the retailer’s near 2,500 stores across the UK.

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