Time to scare up some sales

15 October, 2010

?Halloween is the third most profitable event for retailers after Christmas and Easter, according to new figures from Hobgoblin.

“Since we started our association with Halloween in 2006, its value as a retail event has grown from less than £100 million to £235 million in 2009,” said a spokesman for brand owner Wychwood Brewery. “It’s bigger than Valentine’s and Bonfire Night combined.”?To cash in on this year’s fearsome festivities, sampling will be taking place in key cities, with the Hobgoblin character trying to convert “lager boys” into ale lovers. Mobile units will be set up in major supermarkets including Tesco and Asda, and displays will promote discounted limited edition Halloween bottles with a £5,000 giveaway on-pack promotion.

“Halloween is always our busiest time of year and with all this growth we are set to make unprecedented sales,” said Wychwood Brewery marketing manager Justin Way, who also advised off-licences to make the most of October 31.

“Frightfully fun displays are a great way of getting your customers to think about Halloween and don’t have to be expensive – so get pumpkin carving and cobweb laying.”




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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