Top Tip

14 November, 2008

Availability is the most obvious and yet critical component for success at Christmas. We know that if shoppers cannot find their preferred brand of spirits, 46% will not buy a different brand or variant. Furthermore, 11% of wine and spirits shoppers would leave the store to buy elsewhere if their preferred brand wasn't available . So keep products visible and in stock - any out-of-stocks will lose valuable custom.

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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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