Large-scale retail: the rationalization of assortments

In recent years, large-scale retail has been firmly on the path of assortment rationalization . At one time, variety was considered a value in itself: more labels meant more freedom of choice, more richness of supply, more perception of retailer competence.

Today that same abundance has become a problem. Too many references confuse the consumer, slow down the purchasing decision and reduce the productivity of shelf space.

The reduction of assortments is therefore a structural choice, not a cyclical one

It stems from economic and managerial reasons-reduction in logistics costs, greater efficiency and control-but it also responds to a profound change in purchasing behavior.

Today’s more selective and less loyal consumer no longer wants to get lost in a sea of indistinguishable labels. He wants to quickly orient himself to a product that is clear, reliable and consistent with his willingness to spend.

For wine producers, this trend represents a turning point

Competition is no longer just to “get in” on the shelves, but to stay there. Each reference must justify its place through numbers, consistency and value.

Wineries that propose lines that are too extensive or fragmented, without a clear logic of price and positioning, risk being perceived as redundant and losing space.

In contrast, those with a well-structured project-with few but strong, recognizable labels and supported by consistent communication-are more likely to consolidate their presence.

The new selectivity of large-scale retail imposes a qualitative leap

The producer is no longer evaluated only for the wine he or she offers, but for the overall vision with which he fits into the category.

Those who can read rotation data, interpret consumer behavior, and dialogue with retailers in a proactive way-bringing solutions and not just bottles-become credible partners.

Adapting means streamlining the range, building a readable price scale, investing in clarity of brand identity, and presenting evidence of performance.

It also means upholding the principle of fair price every day, avoiding promotional logic that devalues the product and destabilizes the perception of value.

Rationalization, in short, is not a threat to those who work well: it is a form of positive selection. By reducing excess, large-scale retail forces the market to regain balance and transparency.

Those who can combine consistency, business discipline and clarity of proposal will find new opportunities, not less space.

Because in a market that cuts through the clutter, simplicity becomes the new luxury-and clarity, the most solid competitive advantage.