Pernod Ricard UK: Wine
Christmas is a key period for driving sales in the wine category, with a 5.1% growth in alcohol sales last year versus the year before
Christmas is a key period for driving sales in the wine category, with a 5.1% growth in alcohol sales last year versus the year before
Christmas is a key period for driving sales in the wine category, with a 5.1% growth in alcohol sales last year versus the year before1. In preparation for the increase in demand and to ensure all tastes are covered, retailers need to make sure they have a wide variety of products available to shoppers, including sparkling, red, white and rosé. Pernod Ricard UK provides a wide range of core and premium wines, which offer competitive RRPs across its three bestselling brands: Campo Viejo, Brancott Estate and Jacob’s Creek.
You can drive sales by expanding your range to ensure it meets consumer demands for wine this Christmas. You need to make sure you are reflecting consumer trends in your range, as shoppers increasingly expect to find popular white wine brands in the chiller and key reds on display, to make impulse purchases easier.
Due to the increase in demand for alcohol during the festive season, retailers need to dedicate more shelf space to wines at key traffic areas to ensure they benefit from the uplift in Christmas sales.
Retailers should dedicate more space to wine to maximise the uplift in the wine category, on the shop floor and in the chillers.
Increase the floor space for display cases to encourage volume sales.
Provide additional space required for sparkling wines in the chillers to encourage impulse purchases.
We price wine above the RRP because it’s not an everyday seller, but more of a weekend thing. This month, for example, we have a promotion on sparkling wine and prosecco. Sales in this category are boosted during seasonal times, such as Christmas and New Year. You should focus on the bestselling lines and be prepared for increased demand during holiday seasons.
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