As it celebrates its 40th anniversary, Jeroboams has said that it is now focused on expanding its multi-channel strategy. 

Speaking to Drinks Retailing, sales director Lucie Parker explained that this shift has been natural. 

“Being founded in 1985, the origins of the business were very retail focused, and we’ve gone from one to ten shops,” Parker explained. However, as the trade landscape has changed, so has this. 

Now, retail makes up only around 30% of Jeroboams’ turnover, according to Parker, with an increasing emphasis on trade and private sales. 

Hayward Bros 

Following the acquisition of Hayward Bros in August this year, trade wholesale is especially front of mind, noted Parker, as the company wants to draw on the new expertise it has inherited. 

“We’ve got a new regional sales team [from Hayward Bros], which is exciting, and now we can reach across the country,” Parker said, adding that with new and existing trade teams combined, the business anticipates trade sales will account for 45–50% of total turnover this year. 

Naturally, she said, there is no easy path when it comes to wine sales as the industry faces ongoing headwinds. However, Jeroboams feels confident moving increasingly toward trade sales because of its predictability compared with the more erratic private sales model. 

That said, Maggie Macpherson, group buyer, explained that it is the range of channels that really allows Jeroboams to thrive. Firstly, because it means the business is never relying on just one channel. And secondly, because all the channels work symbiotically together. 

“When we’re focusing on one, it ends up being that the others benefit from that focus,” Macpherson explained. For example, testing wines with consumers in shops serves as an in-built barometer before rolling them out on a trade level. 

Digital development 

Elsewhere, Jeroboams is working on a series of digital developments that Parker and Macpherson said are much needed. One, they teased, will remain a secret for a while longer. The other is a complete overhaul of their website. 

“It’s actually really clunky and not user-friendly, so that needed to be done,” Parker said, adding, “We want that to be easier and like an 11th shop almost, but hopefully with a wider reach.” 

Additionally, the business wants to further develop the platform to include an interactive element for its private clients, who may want to buy and sell wine. “That’s a piece of tech that will be released in the new year.” 

All in all, it is a time of change for Jeroboams, which is currently enjoying a honeymoon period with Hayward Bros. It seems that its 40th year will be a strong one.