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Independent retailers could make an extra £5.5m in sales every year by stocking Brancott Estate. Retail Express finds out more
What is Brancott Estate?
Brancott Estate is the second-biggest New Zealand wine brand in the market and accounts for 13% of the country’s sales. Its range contains Sauvignon Blanc, which is the UK’s favourite grape variety, and also includes the second and third most popular, Pinot Grigio and Chardonnay.
The brand’s Savignon Blanc line is worth £186 a year to convenience retailers, but 85% of stores do not currently stock it, meaning indepedendents are missing out on £5.5m in annual sales.
There are two main ranges under the Brancott Estate brand. The most important one for convenience retailers is its classics range, which contains Sauvignon Blanc, Pinot Noir, Sauvignon Gris, Pinot Grigio, Merlot and Chardonnay, all with an RRP of £11.59, but retailers should also consider its Terroir range that contains Sauvignon Blanc and Pinot Noir, RRP £13.29 and £15.39 respectively.
Why stock Brancott Estate?
Wines from New Zealand are growing by 12.2% and still command the category’s highest average price at £7.20. A number of Brancott Estate lines are outperforming the category, including its Terroir Series, which is growing at 240% and, within its core range, Sauvignon Blanc is growing at 10.4%.
New Zealand wines are the fastest-growing origin of wine and are more profitable than average for retailers, delivering an extra £2.19 per transaction.
Brancott Estate’s target consumer is men and women aged 35-50. Consumer research by the brand uncovered that its customers have a higher than average income, are family-orientated and have a good knowledge of wine.
Retailers should provide simple tasting cards for bestselling lines on the fixture. Here’s what you should recommend for Brancott Estate:
A sweet, fruity and crisp wine. Best paired with prawns, salmon, white fish and salads.
Dark berry and cocoa flavours. Pairs well with rich pasta or red meat dishes such as seared eye fillet and roast lamb.
Peaches, apricots and sweet tropical fruit flavours. Pairs well with white meat, pasta and seafood.
Paul Cheema, Malcolm’s Stores (Nisa Local), Coventry
“Brancott Estate fits in very well with our range. It’s one of our premium brands, and it helps us trade our shoppers up. We’ve stocked Sauvignon Blanc and Merlot for years, and it has provided consistent sales.
“We stock Merlot on shelf at eye-level, and Sauvignon Blanc is merchandised in the chiller. We run promotions whenever Nisa has them and it drives sales. We sell Brancott Estate for £9-11. Our customer for this wine are affluent middle class, which most of our customers are.”
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