Wine is a flexible category for pricing, with stores in different areas of the country able to price differently.
This is reflected in our analysis of I Heart Zinfandel Rosé, which carries an RRP of £5.50. Of the five stores that stock it in our Price Checker, three price above RRP, one at RRP and one well below RRP. Our Profit Checker graphs suggests a similar balance: around 15% pricing below RRP, 25% at RRP and 60% above RRP.
Faisal Naseem, owner of Party Time off-licence in Arbroath, says the rosé category has become more competitive in recent years. “Everybody knows rosé is important and you have to fight for sales,” he says.
|ROSE WINE||Average UK Selling Price||RRP||LOCAL SHOP IN MODERN LIVERPOOL SHOPPING CENTRE||SMALL POST OFFICE AND OFF LICENCE IN SOUTH YORKSHIRE SUBURB||LARGE C-STORE IN SUBURBAN EDINBURGH SHOPPING CENTRE||C-STORE CLOSE TO CENTRE OF LARGE CENTRAL SCOTTISH TOWN||LARGE OFF LICENCE AND NEWSAGENT IN RESIDENTIAL AREA OF DURHAM TOWN||HIGH STREET SHOP IN SUFFOLK COUNTRY TOWN|
|ECHO FALLS ROSE SUMMER BERRIES 75CL||£5.11||£4.99||£4.99||£4.99||£5.29||£4.50||£4.79||£5.50|
|ECHO FALLS ROSE WINE||£5.47||£6.49||–||£5.69||£6.00||–||£4.99||£5.49|
|HARDYS BIN 161 ROSE PM550||£5.54||£5.50||–||–||–||£5.50||£5.50||£5.50|
|BLOSSOM HILL ROSE 75CL||£5.94||£6.59||£6.49||–||£6.00||£4.97||£4.99||£6.49|
|ISLA NEGRA MERLOT ROSE 2003||£5.70||£5.50||–||£4.99||–||£5.50||£5.50||£6.49|
|BLOSSOM HILL GREANCHE ROSE 75CL||£6.70||£7.49||–||–||£6.99||£7.49||£5.99||£7.25|
|ECHO FALLS ROSE 75CL||£5.16||£6.49||–||–||–||£5.00||£4.99||–|
|THE STRAW HAT ROSE 75CL||£4.39||–||£3.99||£4.29||–||–||–||–|
|JACOBS CREEK SHIRAZ ROSE||£7.69||£6.99||£6.99||£5.99||–||£6.33||–||£6.49|
|I HEART ZINFANDEL ROSE||£5.86||£5.50||£5.99||£4.99||£6.49||–||£5.49||£6.79|
|ECHO FALLS ROSE FRUIT STRAWBERRY & LIME 75CL||£5.09||–||£4.79||£4.99||£5.29||£4.50||£4.99||£5.50|
How we drive our profit
Party Time Arbroath
Size: 820sq ft
Top Tip: I put a ‘buy two bottles get a Schweppes lemonade free’ promotion on, as a lot of people mix rosé with lemonade
Rosé sales have grown a lot in the past five years. Out of red, white and rosé, 60% of our sales come from rosé. It is fashionable, especially for social occasions such as relaxing with your friends or watching TV. Wine sales in general have been boosted by minimum alcohol pricing in Scotland. It is not as affected by the minimum price rule in the same way as ciders, for example. I will sell it at RRP if it is a good wine and I can get away with it, but frequently I will price just below RRP.
Spar The Rocket
Size: 3,000sq ft
Top Tip: Try flavoured rosé wines as they’re on-trend, and, if available, push own label, as it gives better margins
Rosé sells very well at the minute – it’s one of the on-demand wine sectors. It’s partly a result of the hot summer, but also part of a trend of manufacturers bringing out lots of different flavours of wine – summer berry, mango passion fruit and so on – which tend to be flavoured rosé wines. We have three lines in the store: a Spar entry-level wine, a mid-range Spar option and an Echo Falls bottle – I think it’s part of the Echo Falls Fruit Fusion range. We get about 7% better margins on the Spar range and push it as part of our Daily Value range.
S & M Supermarket
Location: East London
Size: 2,000sq ft
Top Tip: Keep rosé chilled in the fridge to encourage impulse sales Our wine sales in general are growing, but rosé isn’t selling any faster than other varieties. We stock Echo Falls, Blossom Hill, Hardys and Gallo. People aren’t so bothered about brand in the category, they are mainly looking for price, so our best- seller changes frequently dep-ending on what is on offer. At the moment, I think Gallo Pineapple & Passionfruit is selling best, probably because it is the cheapest. I stick to RRP and don’t charge above that – we are in a busy area, so we have to stay competitive.
Denmore Premier Food & Wine Store Location: Rhyl
Size: 1,000sq ft
Top Tip: Have a deal on at all times – we’ve got Blossom Hill reduced to £4.99 from £6.59 and it’s very popular
We have about four metres of fridge space and shelving in our off-licence, which isn’t a massive area, so we have to be quite selective in what we stock. We tend to go for offers rather than having a huge range, and we have quite a few now that are pricemarked, which makes a difference in the wine category, as it does across the store. Our bestseller at the moment is Hardys Bin 161. We sell it at £5.50, which is a reasonable price. But we have wines going from £3 to £7, with Barefoot at the top end.