Spanish wine producers, The Haciendas Company, has announced plans to drive sales of its range of premium wines in the convenience channel.
The range includes the Lagunilla Rioja range, that includes Tempranillo, Crainza, Reserva and Gran Reserva, which the company said is its key focus in convenience. The company also has premium wines under the Hacienda Zorita and Marques de la Concordia brands.
Lagunilla Rioja has gained listings with Londis, Budgens and Conviviality Retail, owner of Bargain Booze, with plans for listings with symbol groups and increased distribution.
The company has also recently implemented a UK duty paid delivered solution that means any independent retailer can receive a delivery direct to store, with a minimum order of 28 cases.
To increase awareness of its wines, Haciendas has also launched a PR campaign. The brand also runs on-pack promotions across its range, which offers consumers the chance to win a trip to the Hacienda Zorita Wine Hotel & Spa in Spain, hampers of its organic and natural foods or dinner at Zorita’s Kitchen restaurant in London.
Lisa O’Donnell, head of marketing for The Haciendas Company, said there is a huge opportunity for premium wine for independent retailers, with Spanish wines priced £7 or over showing strong growth.
“At key times of the year when consumers are willing to spend a little more, such as Christmas and Easter, it is more important than ever to ensure you have some more premium wine offerings in your range to capitalise on this trade up opportunity,” she added.