Wine tastings most effective sales drive

04 April, 2008

In-store tastings are the most effective way of boosting sales, according to an exclusive OLN survey of independent wine merchants. Almost 200 independent merchants took part in the survey.

The results could provide some post-Budget comfort for retailers who are finding it harder than ever to compete with the prices on offer at multiple rivals.

Which of the following promotions do you offer?

Money off 32%

Multibuy eg two for £10 36%

Sampling and tastings 49%

Prominent display with no discount 14%

Case discounts 60%

Which type of promotion is the most effective?

Money off 8%

Multibuy eg two for £10 20%

Sampling and tastings 41%

Prominent display with no discount 0%

Case discounts 29%

Source: OLN survey of 197 independent wine merchants




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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 – which makes it especially galling that we spend so much time divided over it.

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