TESCO CLAIMS SCREWCAP SUCCESS
Tesco's launch of 30 screwcap sealed wines has seen sales of more than 1.5 million bottles in the ten weeks they have been available - more than the total sales of ros over the same period. Sales were strong across all price levels (3.99-8.99), with the key Australian brands - Lindemans, Hardy's, Jacob's Creek, Rosemount and Penfolds - performing particularly well. Tesco's own labels, such as Tesco Unwind Pinot Grigio, Shiraz, Cabernet Sauvignon and Sauvignon Blanc, also sold well. An in-store survey showed that 60% of respondents thought that screwcaps are a good idea for wines, and 65% said they would buy a wine sealed with one. The main reasons cited were ease of opening, ease of storage and suitability for picnics. Lindsay Talas and Helen McGinn, Tesco's product development managers, said: These initial results have been far more positive than those of previous surveys seen in the trade. We believe this is because our customers now have a strong, varied range of wines to choose from.' The pair are working to extend the range to include some Old World classics.'
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