Wine Press: Asda launches new on-line shop as supermarkets sweep in with changes

Supermarket wine news this week. I think Christmas must be coming  (oh yes it is) as  two of the big chains have timed changes as they hurtle headlong into the busy  festive season.

On Tuesday Asda announced the launch of its online store  ww.ASDA.com/wineshop which will go live on October 28.

It  will offer  200 new and exclusive wines, in addition to 300 of its   existing Extra Special and branded lines.

Tracy Ford, Asda’s beers, wines and spirits category director, said: “The launch comes following extensive research which identified a gap in the market for an affordable wine club offering without the snobbery, providing customers with flexibility and choice. We take huge pride in our in-store wine range so with the launch of Wine Shop, we’re now looking forward to building on this strength.”

Exclusive lines will include the Devil’s Collection red and white wine blends from Casillero del Diablo.

Meanwhile, Morrisons has overhauled its wine range as it hopes to make it easier for people to understand what they’re buying.

They’ve added ‘signposts’ on labels  which include food matches and QR codes which link  to Morrisonscellar.com There are also tear-off labels; so if you like a wine,  keep a reminder  with you.

The bottles  will  display Morrisons’ Taste Test numbers based on  profiles Morrisons have developed. These are   sweet (0-3), fresh (4-6), smooth  (7-9) and intense (10-12). Profiles which could  easily be  applied to blokes, don’t you think girls? The profile “I’m pretending to listen” is apparently still in development.

In my glass this week …   a fresh and perky Picpoul de Pinet, a white wine from the Languedoc which has found a trendy  niche.

Picpoul de Pinet Felines-Jourdan 2012 (winetrust100.co.uk, £7.50 per bottle for six, and free delivery on 12 bottles or more).  The  WineTrust100 range is a selection of 100  wines constantly    refreshed and selected by three masters of wine. Only wines with a mark of  90 or more are sold. The Picpoul scores 97.

It has vibrant and piquant aromas – I caught memories of home-made warm apple crumble   and   peaches, pears and lemons mingled in a lingering acidity.  Apparently picpoul  is translated as   lip stinger … so-called for the grape’s high natural acidity.