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Reports in the Irish trade press say that Superquinn here plans to revamp its wine departments, stressing both better quality wines and exclusive varieties from a number of wine-growing regions of the world.

David Orr, the company’s new wine manager, says, “We see this as a way of encouraging the customer to experiment and try out new wines...Wine should have personality, an angle that follows through from the vineyard.”
KC's View:
That’s the key to differentiation – finding products that nobody else has, and then communicating with the consumer about them with a kind of unbridled passion that takes them beyond any sort of implied commoditization.