Added wine focus pays off, says Spar

08 January, 2010

Spar’s wine sales in the run up to Christmas benefited from an increased focus on the category, according to Laura Jewell MW, the company’s trading controller for wine. Value sales grew 10% over Christmas 2008 due to “a strong promotional programme”, she said.

A full redesign of its own-label range saw November sales of Spar-branded wines up 56%, compared to the same month in 2008.

Jewell, who joined the company in May, said: “The Spar own-label range of wines has been reviewed and redesigned following consumer research, which highlighted a need for subtle branding and approachable tasting notes.”?She said the group’s November half-price Champagne promotion doubled its sales in one month.

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