Global wine company Vinarchy has launched Vintelligence, a new initiative aimed at UK retailers and venues, with plans to expand into the on-trade and wholesale.

The platform launched in September and uses consumer data to help retailers and venues create clearer consumer plans around pricing, range, merchandising, promotion and innovation.

Built around four occasion drivers, Vintelligence has split its insights into four categories: My Go-To Wine, Good With Food, Marking the Occasion and Fun Together.

The new platform will help retailers and venues understand which areas are under-represented in their range.

Vinarchy said that the new mindset, based on occasion rather than grape, could grow the wine category by 11% by 2029, based on reports from NielsenIQ and CGA.

Tom Smith, marketing director west at Vinarchy, said: “Wine has spent too long asking people to understand the category on its terms.

“Most consumers aren’t walking into a shop thinking about region, grape or vintage – they’re thinking about what they’re doing, who they’ll be with, what they like and what they want to spend.

“Vintelligence starts with the glass, not the vineyard. It turns consumer insight into a category plan we can build with retailers and venues – making wine easier to shop, easier to choose and more relevant to the occasions people value.

“The ambition is not simply to grow our own brands, but to help bring more people into wine and grow the whole category.”