Asda scraps “3 for £10” on wine.
We know you all like a drink, but the latest news from Asda is set to shock oenophiles to the core. No more 3 for £10 wine.
Speaking to Off Licence News, which is a real publication (since 1863), wines and spirits category manager Tracy Ford has said that Asda has “permanently dropped” the popular promotion, described as “central to the retailer’s strategy”. She said:
“Two to three years ago, customer participation with three-for-£10 was really high but with all the work we’re doing to educate consumers and expand the ranges, that has decreased.”
“Also the quality of the wine had decreased because of duty and we felt the time was right to move away,” she finished. Given that £2.94 out of a £5 bottle goes on taxes and duty, an average bottle contains an estimated 20p of wine, after transport, storage and supermarket profit costs. At £3.33 a bottle retail, you’re drinking the grapes left between someone’s toes.
Ford claims that Asda attempted to do away with 3 for £10 in three years ago, but were forced to reinstate it after customer complaints, as Asda “didn’t give consumers an alternative.” Now, however, Asda have a new plan to keep their customers slightly squiffy. Cheap wine.
Yes, Asda’s new strategy is to introduce “a new portfolio of wines priced at £3, £3.50 and £4 to fill the gap”. We’re no mathematicians, but even we can work out that three bottles of £3 wine works out at £9. Last time we checked that was less than a tenner.
Obviously not that fussed about the quality then…