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 asks: what’s the next step for indies?

In the not-too-distant future, when all humans are born with inbuilt VR headsets and Trump is Supreme Commander of the Known Universe, how will students of wine look back on the present era of retail in the UK? And, in such a dystopian world, why would anyone care?

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