Make up Christmas hampers
Party Time Premier,
We make Christmas hampers with wine as the main product, alongside woollen toys, shortbread and Christmas-themed confectionery. A bottle of mulled wine has to go in, then we’ll also include a couple of bottles of local wines, to keep it authentic: recently we’ve sourced from a company called Cairn o’ Mohr,
which makes very fruity wines. The hampers aren’t expensive, at £25, and we don’t make huge profit margins, just 15%. But it’s about the fact we offer something that others don’t, which gets customers through the door.
One quick thing you can do: Find wholesaler promotions now and keep the stock for the last weeks before Christmas when you can increase your margins.
Run samplings to give people ideas in the run-up to Christmas
Blantyre, South Lanarkshire
People want to try something new at Christmas, but often aren’t sure what. So, we’ll give them some ideas by offering samples. For example, last year we did prosecco cocktails with blackcurrant, merchandising all the relevant ingredients around the sampling stand. We also let people sample malt whiskies, as people are often put off by the price, and place cheese next to the malts to give people a serving suggestion. And samples of gin cocktails were really popular, too, boosting our premium gin sales.
One quick thing you can do: Put spirit and liquor PoS and promotions behind the counter – in the gantry area, if possible – to catch customers’ attention.
Convince people to try own-label wine
The Village Shop and Post Office,
Hook Norton, Oxfordshire
We face a lot of competition in our area from specialist wine stores. But we also find that people are increasingly price-conscious, and that good value is a priority. We stock a range of own-brand Spar wines, which are pretty nice, for £5 or £6. Some people have the perception that it’s not going to be good quality, so to counter that I’m planning to run tastings in mid-November. We should be able to make it work: sales of own-label products across the store have gone up 20% since moving to Spar.
One quick thing you can do: Do your research and look for interesting products that your customers can give as gifts as Christmas approaches
Alongside Jameson and other key spirits, Absolut is part of an eight-week campaign from Pernod Ricard to increase awareness of premium spirits among customers and retailers.
Echo Falls Prosecco:
There’s nearly a third of the population who are still yet to be fully introduced to the prosecco boom, according to Accolade Wines, meaning there’s a lot of room for growth.
Available across grocery and convenience, the iconic Captain Morgan label has been replaced with seven different names: Drama, Banter, Comedy, Genius, Retro, Clueless and Karaoke.