The theme of the promotion is: "From Grapes to Gold Medals," (see the shelf-talker above)which is in reference to the fact a number of the wines featured in the promotion, including Fresh & Easy's proprietary wines, have won gold, silver or bronze medals at a number of wine judging competitions.
The wines in the Fresh & Easy promotion are sale priced, like the $1.99 bottle Saludas Tempranillo from Spain, pictured at left and described above. Additionally, shoppers get a 10% discount if they buy three or more bottles in a single purchase.
A couple of the other wines to be offered in the promotion tomorrow are: Ogio Prosecco, an effervescent wine from Italy ($6.99 on sale, regularly $8.99) and Small Wonders Chardonnay, from California's Russian River region ($9.99 on sale, regularly $13.99).
Fresh & Easy will be touting the March 24 -to- April 13 wine promotion in all of its stores, as well as in its new advertising circular, which comes out tomorrow.
Today, Fresh & Easy sent out an e-mail to the members of its "Friends of Fresh & Easy" frequent-shopper group offering the members a sneak peak a day in advance of the promotion.
We first wrote over two years ago that the wine category would be and is a major focus for Tesco with Fresh & Easy. This multi-week promotion is another example of the emphasis and focus the grocer it trying to put on its wine selection, particularly its proprietary wines.
[Readers: Click here for a selection of past stories from Fresh & Easy Buzz on Fresh & Easy's wine program, wine category merchandsing, and related topics and issues.]