Morrisons is reducing its wine range by 15% in an effort to reposition itself in the wine category following a year-long review.
Andrew Turner, Category Manager for Wine at Morrisons, said, “We want to get the range right for our customers. That’s why we’ve spent the last 12 months reviewing our wine offer in order to provide a better shopping experience, both in-store and online."
"However, in order to do this, each category, brand and SKU must have a defined role. This includes Morrisons’ own label, which we look forward to unveiling later this year.”
The move comes as the retailer bolsters its wine buying team with the appointment of Katie Mollet as its wine sourcing manager. Mollet will report to Mark Jarman, head of wine operations.
Mollet, who was previously a wine buyer at Waitrose, will be responsible for sourcing from Italy, Germany, Bordeaux, Loire, Alsace and Eastern Europe as well as fortified wines.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
