Achieving value from Enomatics

10 December, 2010

Q Iíve read a lot about Enomatic wine dispensers and am considering installing one in my shop. How much will I have to pay and how quickly can I recoup my investment???A It really depends on a number of things. Enomatic machines are great in locations where youíre likely to be able to upsell your customers by getting them to try something a bit pricier than theyíd normally select, but could be an expensive luxury if youíre dealing with a conservative or cash-strapped clientele.

UK supplier Enotrade ( will sell or lease the machines to retailers. The company is a bit cagey about its pricing structure but you can expect to pay something like £5,000 for an eight-bottle version which will keep wines in perfect condition almost indefinitely once open. The system uses nitrogen to create a seal that prevents oxygen from doing the damage we all know itís capable of.

Some retailers sell credits that allow customers to wander around a whole battery of Enomatic machines and taste to their heartís content, so they create a direct revenue stream. But itís more common for shops to use them as a way of encouraging sampling. Not only does this promote your more expensive wines, but it saves the wastage invariably involved in opening a series of bottles.

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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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