Co-op Group tailors alcohol offering to local tastes

The Co-operative Group has changed the way it stocks wine, beer and spirits in stores to ensure it has the ‘right range in the right store’. Based on...

The Co-operative Group has changed the way it stocks wine, beer and spirits in stores to ensure it has the ‘right range in the right store’.

Based on market research and sales data from customers, the new strategy is designed to prioritise the preferences of customers in each of its 3,000 stores. Duplications of some products have been removed, and other styles of wine and beer ranges have been introduced to cater for different tastes in different outlets.

The move sees 46 new products added to the organisation’s wine, beer and spirits collection, including 33 new wines and more than 13 craft beers.

Co-op rebrand lifts food sales

“People have changed the way they shop and we are looking to remove confusion in the drinks aisle and listen to what our shoppers want for each of our stores. The needs of customers in a London city centre store may differ to those shopping in a Scottish village store,” said Simon Cairns, category manager for beer, wine and spirits at the Group.

“This opens up space to interesting and diverse lines where provenance, quality and value are key. We have achieved this in our wine range for example, by working collaboratively with emerging and world renowned wine-making talents.”

One of the new wine additions is an exclusive Gran Vista Garnacha 2015 – a collaboration between the retailer and co-operatives in Spain. As well as adding more lines, favourites will be made available in more stores across the country.

The Group’s range of craft beer has been expanded in Scotland, Wales and the South West with products sourced by nearby breweries. Existing regional ales will also be available in more stores close to the breweries where they are sourced.

Since launching its regional ale initiative last April, the retailer scooped the Off-Trade Retailer of the Year Award at the British Beer & Pub Association awards, and has seen ale sales increase by 12.8%, 1.3% ahead of the total UK market.

In this article

Join the Conversation