Alcohol innovation in the Netherlands

Date : 17 October 2018

We explore how Albert Heijn and Jumbo are innovating in their beer, wine and spirit categories to better meet shopper needs.

Albert Heijn expands its wine offering…

Albert Heijn has enhanced its wine category in-store and online with several innovations including:

  • Boxed wine
  • Smaller bottles
  • Low alcohol and alcohol-free alternatives
  • ‘Wine in tubes’ tasting products
  • The sale of alcohol on

…With boxed wine and smaller bottles

Albert Heijn has introduced eighteen new products, highlighting that these ‘have the same quality as wine from a bottle and can be refrigerated for four to six weeks. A boxed Sauvignon Blanc from New Zealand and Côte du Rhône from France have been included in the range.

A press release from the retailer noted that boxed wine is already accepted elsewhere in Europe. However, in the Netherlands, this suffers with ‘an image problem’.

Source: Albert Heijn

Meanwhile, the range of smaller 37.5cl bottles has been widened with around 20 products.

…As well as low alcohol and alcohol-free alternatives

Albert Heijn has also introduced a variety of low alcohol- or alcohol-free wines including red, white and rosé.  The new boxed wines also include two products with a lower alcohol content.

…And ‘Wine in Tubes’ tasting products

Meanwhile, the retailer has started selling ‘Wine in Tubes’ wine tasting boxes that comprise a selection of three new wines for tasting at home. These include Porcupine Ridge Merlot, Castaño Macabeo Bio and Puklavec & Friends Cabernet Sauvignon & Merlot.

Each box costs €9.95 and the product is now sold in over 180 Albert Heijn stores and online.

Source: Albert Heijn sells alcohol online

In related news, has extended its range to offer a selection of alcoholic beverages, glasses and coolers.

The non-food online platform will feature alcoholic drinks supplied by specialist partners, such as Belgian Beer Factory and Tasting Collection.


Jumbo adds 200 new wines to collection

Elsewhere in the market, after carrying out extensive research, Jumbo has added 200 new wines to its range with an ‘excellent quality-price ratio’.

Source: Jumbo

There is now a total of 500 wines in the collection, while the assortment has been tailored to match local preferences. Olaf de Boer, Executive Director Buying & Merchandising said, ‘For example, many customers in the East prefer sweet white wine. That is why we give more space to this type of wine in this region’.

To help customers choose a suitable wine, Jumbo has organised wine tasting sessions in several supermarkets. The sessions will also be available to employees to teach them how to advise customers. Meanwhile, taste cards have been edited instore to ensure customers understand what taste to expect. Customers can also get advice from the Jumbo wine finder app.

To celebrate the launch, Jumbo is offering a 25% discount off all new wines until 6th November 2018.

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