In the final instalment of the Drinks Retailing summer survey series, we asked retailers about growth opportunities for the future, to which an overwhelming number of respondents mentioned the importance of events. 

In a retail landscape where independent drinks retailers are losing sales to supermarkets – which can offer lower prices – events and community are at the core of smaller shops. 

Retailers mentioned making shopping more experiential for the consumer, with a high level of customer service. 

Experiences like tastings were also highlighted as ways to introduce customers to the shop and increase purchasing. 

Likewise, supplying private events such as weddings or parties came up as a way to increase profit and exposure. 

Looking ahead to autumn and winter, some retailers said they were already preparing for the season by planning events. 

“We had Christmas done and dusted in July,” one retailer said, noting the importance of tasting events and drink-in experiences over the season. 

Another said: “We are already working on special Christmas events as well as product ranges for the store.” 

Meanwhile, a third explained they “always do a big event in November” for Christmas. However, they added that this year there would be some financial constraints. 

As the most profitable time for many independent retailers – when footfall rises and consumers are willing to spend more – events are the backbone of the season. 

It is especially profitable to run festive events slightly earlier in the season, explained one wine retailer, because consumers often drink what they purchase before Christmas and then return to the shop for more. 

“November is a good time because people are in that Christmas mood, but the stress hasn’t kicked in,” one retailer explained. 

An evergreen concept but one that is especially important as the trade moves into the next season, events continue to be vital to independent retail.