Convenience stores owners can persuade shoppers to trade up when buying wine this Christmas by tapping into the growing popularity of South American reds and whites.

Concha Y Toro head of communications Ben Smith told RN more than 18 million bottles of Casillero del Diablo wine were sold into the off trade last year. “The growing number of people travelling to destinations like Argentina has helped boost the popularity of South American wines. 

“The average price of our wines is £6.52 and retailers can certainly persuade shoppers to trade up during Christmas by merchandising with food and drink which lends itself to social occasions. Shoppers don’t mind spending more with this category, especially during the festive period.”

Tom Larkin, of Tywardreath Village Shop in Cornwall, told RN South American wines are among some of the biggest sellers in his store. “Our most popular wines are Isla Negra Chilean Merlot or Trivento Argentinian Malbec for £7.50.

“We normally sell ten cases of six per week, but this can quadruple during Christmas when we promote them alongside food or as part of a hamper.”