Londis retailers saw sales soar by 60% during the symbol group’s first-ever Wine Festival.

The four-week promotion included deals on Silent Lake and Isla Negra and had brands like Oyster Bay and 19 Crimes on sale for less than £8. The deals delivered a minimum 15% profit on return.

Martin Swadling, Londis brand director, said having a wide range of different wines available attracted new shoppers to the category and increased store footfall.

“Having market-leading deals, like Jacob’s Creek at £4.99 and Frontera at £4.49, showed shoppers the great value available at their local Londis store,” he added.

Retailer Chris Herring used PoS and held a wine tasting to promote his range at Londis Shiphay PO Stores in Torquay.

“Holding a wine tasting event on the Friday evening enabled shoppers to try the wines along with some local cheeses,” he said.

Terry Caton, owner of Londis Chatsworth Road in Chesterfield, said: “The tasting cards were a great touch and I will definitely continue to use them.”

Londis retailers are now driving beer and cider sales with another festival, which began on July 10.