The summer presents a great opportunity for premium wine. IAA award winner Mark Coldbeck shares his top five considerations for choosing your range
Summer presents a great opportunity for premium wine, but when it comes to choosing your range, where do you start? IAA award winner Mark Coldbeck of Wharfedale Premier, Hull, tells Retail Express his top five wine retailing considerations.
Build with brands. Brands are trusted by customers to give good value. “The first thing we consider when looking at wine is the branding, what it looks like,” he says.
Get the right price. Customers are willing to spend more for quality wine but are savvy enough to seek a fair price. “Price is a significant factor. We try to stock price-marks where we can as these reassure customers they are getting a fair price.”
Back campaigns and promotions that give customers something as these stand out to shoppers. “We occasionally run a £2-off promotion on Jacob’s Creek, which proves really popular,” he says.
Tap into seasonal trends. Coldbeck says although reds generally do very well in his store, sales of rosé and lighter 7% ABV wines increase in the summer. On average, white wine sales increase by 5% in July and August compared to the rest of the year.
Get the right format. “We stick to 70cl formats in store as these sell the best and it makes it easier for us to keep the display looking tidy,” says Coldbeck. These bottles are perfect for sharing and work well with cross-promotions.”
To find out exclusive wine retailing guidance and the must-stock products guaranteed to boost sales, look out for our wine feature on p.38 of Retail Express’ June 16 issue next week.
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