Tesco targets stay at home wine drinkers

Published: 11 May, 2009

Supermarket giant Tesco is planning to bolster its wine sales in a £150 million revamp of its customer Clubcard.

The chain says that it is targeting a trend amongst consumers to drink at home rather than going out.

Recent Wine Intelligence figures from the Wine and Spirit Trade Association (WSTA) show low-spending consumers are being forced out of the wine buying category altogether with 26% of wine drinkers opting to drink at home.

From this week each £5 Clubcard voucher can be doubled for a £10 rewards token which the customer can redeem in a department of their choice.

Tesco hopes that rewards tokens will encourage customers to trade-up when buying wine, Champagne and fortified wines.

Dan Jago, Director of Beers Wines and Spirits, says: "It is clearly part of our responsibility as the UK's leading wine retailer to help customers' maintain their interest in wine and participation in the wine category even when they are feeling the pinch. Offering customers the chance to double up the value of their Clubcard tokens is an opportunity for them to experience some great bottle of wine or Champagne they may not have tried before for half its usual price."

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