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Tesco unveils new look for alcohol section

Tesco has revealed a new layout for its spirits, wines and beers sections across three UK stores which incorporates iPads to help customers learn about malt whisky.

The new layout includes iPads for customers to learn about whisky and cocktail recipe suggestions
The new layout includes iPads for customers to learn about whisky and cocktail recipe suggestions

The traditional aisle layout has been replaced with a more open area including a variety of displays for seasonal specialities and a cocktail zone, along with fine wine, champagne collections, and premium ale and cider sections

The BWS area has moved away from the back wall and shelving has been lowered to allow customers to see the full range of drinks and encourage them to spend more time browsing.

Screens displaying a number of cocktail making options have been added to the spirits sections which also incorporate iPads to help customers understand more about malt whisky. Soft drinks have also been merchandised alongside spirits to highlight serving options.

The stores that have received the pilot makeover are the Watford Extra, Coventry Arena Extra and Purley Extra.

Gavin Warburton, category director for beers and spirits, said: “The new fixture is in keeping with how the BWS category is viewed, it reflects the excitement and enjoyment customers get from the products and has really put the category at the heart of the new stores.

“We have included a variety of screens and educational tools within the new area to inspire and educate our customers, from changing the way they think about what spirits to use in cocktails to pointing out the difference between varieties of ales and ciders.”

Emma Biggs, category format manager for BWS, who has been overseeing the project for the past year, said that the supermarket wanted to transform the typical “wall of wine, beer and spirits” into a “light, bright ‘drinks shop within a shop’”.

“The whole BWS team has been to the Watford Extra store to have a look and their feedback will be used to improve a build the design as the project gains momentum throughout the estate. I encourage everyone to visit one of these refreshed stores if they are able to – we would be interested to hear your thoughts.”

Tesco has not yet made a decision to roll the new look out further than the pilot stores.

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