Asda’s summer wine range: ‘It’s about evolution rather than revolution’
Asda’s latest spring/summer wine showcase leans into smart sourcing and subtle shifts - with a renewed focus on exploration and accessibility. Senior sourcing manager Clive Donaldson explains all. The post Asda’s summer wine range: ‘It’s about evolution rather than revolution’ appeared first on The Drinks Business.
At its annual spring/summer tasting, Asda unveiled a line-up centred on sunshine-friendly styles. Hosted at the Portuguese-inspired Casa Do Frango on London’s Heddon Street, the showcase was bursting with sparkling whites, rosés, and chillable reds - plus a strong showing for cans.
“The focus for today was summer,” said Clive Donaldson, senior manager of sourcing at Asda Wine. “The choice of what we’ve got is summery, sparkling whites, roses. We’re featuring our cans again and on reds we’ve got lighter to medium bodied reds - ones you can stick in the fridge for 20 minutes. We’ve also got those robust, fruity, BBQ reds ready for a good old British BBQ.”
And while there were plenty of new bottles on pour, Donaldson emphasised that Asda’s approach this season is all about continuity, not overhaul: “I’d say we’ve got a lot more evolution than revolution.”
Reinvigorating Asda's Wine Atlas range
Central to this strategy is the continued development of the retailer’s Wine Atlas range - a collection of more offbeat, discovery-driven bottles that underwent a relaunch last year. As db reported at the time, the goal last year was to make the range less esoteric and more engaging to mainstream shoppers. A year on, Donaldson says the strategy is paying off: “What is really pleasing is that a year into this relaunch, it's working, which we can see when we look at the sales data." He explained, that its worth noting how: "First of all, not every customer wants to go and explore, but for those that do, it is a bit of a mindset, a bit of a philosophy thing... they’re enjoying it and we can see 2, 3, 4 popular wines out of a range that is only around 6 - 8 wines so that’s really nice.” Among the latest additions is a Garda sparkling, a Garganega-based fizz described as having “a slightly salted almond note and finish,” offering something just different enough for Prosecco lovers seeking a seasonal switch-up. “There’s nothing more summery,” said Donaldson.Cans that click
Another key piece of the puzzle is Asda’s Pica Pica canned wine range - now the supermarket’s top-selling brand in that format.
“We launched them a year ago and again we’re really pleased,” Donaldson said. “The Pica Pica brand, which is ours, has gone straight into our number one canned brand... they are engaging a younger consumer and often a consumer that doesn’t buy into the rest of the wine category.”
While Donaldson is clear that the 75cl bottle isn’t under threat by any means, he sees the format as a vital gateway for the next generation of wine drinkers.
“Cans are convenient and it’s a format people are used to drinking other drinks in… (whether it be soft or alcoholic) I think craft beer would have done us a service here as people are increasingly used to receiving quality drinks in this format.”
Duty hikes and measured responses
The UK’s new alcohol duty system - which now taxes wine based on strength - has prompted some retailers, such as Majestic, to pull certain high-ABV wines from shelves. As reported by db in April, Majestic confirmed it had delisted “a number of higher ABV wines” in response to the reforms.
Asda, however, Donaldson explained has been able to take a different approach.
“We haven’t [pulled any wine from shelves] and the most important thing for us [in this situation concerning duty hikes] is that we want every wine to be truly representative of what it is,” said Donaldson. “We have looked to move toward incorporating lower ABV wines into categories but only where and when that makes sense for the style of the wine.”
“For example our premium own label, we haven’t compromised anywhere on ABV because we want the wine to be true to its style... if putting an 11% wine in certain categories means losing the essence of what it’s supposed to be, then we’re not doing customers a service by that.”
Clarity in a changing regulatory landscape
With legislation on the horizon such as the UK’s Deposit Return Scheme (DRS) - due to come into effect in Scotland from October 2027 - producers and retailers alike are preparing for more sustainability-linked responsibilities.
Donaldson says Asda’s vertical integration offers unique perspective.
“Within ASDA, we’re a bit more vertically aligned than some. So myself and my team, we are a producer as well as retailer... it allows us to have complete transparency because we have complete knowledge across the entire supply chain and what we learn from that we’re able to apply to the rest of the business.”
He adds: “The legislation is what it is, and it’s our responsibility to embody this in a responsible way.”
Keeping things fresh
Asda’s commitment to evolution extends beyond products and packaging. Donaldson hints at a more subtle, ongoing renewal of ranges - driven by market needs rather than trend-chasing.
When asked if there was any emerging trends he has his eye on, Donaldson explained: “We need to focus on finding wines that are the right style, quality, price, and finding the right time to bring it to market,” he said. “So no, there isn’t one big trend, but in each area we are looking to see how we can evolve and bring freshness to the marketplace.”
