Top Tip

11 July, 2008

Independent retailers should, above all, offer chilled wine. A hefty 65% of wine is bought

for consumption

within four hours and

stocking white wine in a chiller increases sales by up to 20%.

The main impetus to lager sales is, of course, chilled lager. As ever, stock brand leaders, but also have something different, maybe authentic. T here is real credibility in offering provenance within brands. Imagine a consumer's delight when they see a bottle of chilled lager that they enjoyed on holiday in their local independent retailer. They are likely to say, 'I drank that on the beach' or 'I saw that in the hypermarket in Spain'. Creating that shopping experience can only add to our competitive advantage versus the grocery multiples."

Peter Reynolds,

senior client manager, Nielsen

Send your Top Tip for getting on in the business and you could bag yourself a bottle of bubbly.

Email laura.clark@william-reed.co.uk or phone 01293 610225




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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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