Pricewatch: 24 May, 2019 – Summer wine
With the summer almost upon us, find out how your store compares on its pricing of summer wine
As summer approaches, wine and alcohol sales will be on the increase. In the price distribution table, 39% of retailers are selling Canti Prosecco at Booker’s RRP of £9.49. However, with the average UK retail price lower than RRP, retailers have the opportunity to increase their prices.
Local high street convenience stores seem to be sticking to RRP to remain competitive because of potential nearby competition. It is unlikely convenience stores will be able to compete with supermarkets on price. Instead, focus on stocking a wide range and talking to your customers about their needs.
The average retail price on the table shows most products are being sold at up to £1 less than the Booker RRP, highlighting the opportunities for retailers to increase prices as demand grows.
Stock summer spirits by the till and light wine in the chiller to encourage additional spend.
|PRODUCT||AVERAGE UK RETAIL PRICE||BOOKER RRP||OFF-LICENCE AND C-STORE IN SMALL NORTHANTS TOWN||VILLAGE HIGH STREET SHOP IN NORTH WALES||OFF-LICENCE AND SHOP ON MAIN ROAD IN SOUTH MANCHESTER||LARGE C-STORE ON MAIN ROAD IN LEICESTER OUTSKIRTS||LARGE C-STORE IN RESIDENTIAL AREA OF SOUTH- WEST LONDON||POST OFFICE AND SHOP IN WEST YORKSHIRE VILLAGE||SAINSBURY’S||MORRISONS||TESCO|
|ECHO FALLS ROSE SUMMER BERRIES 75CL||£5.16||£4.99||£5.19||£5.49||£5.49||£5.49||£5.49||£4.99||£4.50||£4.50||£4.25|
|ECHO FALLS ROSE 75CL||£5.54||£6.49||£6.49||£6.69||£5.99||£4.99||£5.99||£6.49||–||£6.25||£5.50|
|CANTI PROSECCO SPUMANTI 75CL||£9.38||£9.49||£9.99||–||–||–||£9.99||£9.49||£8.50||£9.00||£10.00|
|HARDYS BIN 161 ROSE 75CL||£5.54||£5.50||£5.75||£5.50||£5.50||£5.50||–||£5.50||–||–||–|
|PROSECCO SPUMANTE D.O.C. EXTRA DRY 75CL||£8.98||£8.79||–||£9.29||–||–||£8.99||£8.79||–||–||–|
|I HEART PROSECCO 75CL||£8.94||£9.59||–||–||£9.49||£8.99||£6.99||£9.99||£7.00||£8.50||£8.50|
|BLOSSOM HILL ROSE 75CL||£5.92||£6.59||£6.49||£6.99||£6.99||£5.49||£5.99||–||£5.00||£6.25||£5.00|
|DISTANT VINES P GRIGIO BLUSH||£4.04||£4.00||£4.25||£4.00||£4.00||£4.00||–||£4.00||–||–||–|
|ISLA NEGRA MERLOT ROSE 2003 75CL||£5.72||£5.50||£5.50||£5.50||–||–||–||£9.99||–||–||–|
|MARTINI D.O.C. PROSECCO 75CL||£9.94||£10.50||–||£11.19||£10.99||£10.59||–||£9.99||–||–||–|
|MARTINI ASTI SPUMANTE 75CL||£9.88||£9.89||–||£11.49||£10.99||–||–||–||£7.50||£7.00||–|
|FREIXENET CORDON NEGRO BRUT CAVA 75CL||£10.00||£10.99||£11.25||–||–||£9.99||£9.99||–||£10.00||£11.00||£11.00|
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Premier Chingford Stores
Size: 500sq ft
Type: ResidentialTOP TIPKeep on top of trends and adapt your range
We always try our best to stick to RRP if the wine isn’t on promotion. We try not to charge at a premium, as customers will notice and shop elsewhere for the best prices. Echo Falls is a popular product all year round, but sales for this category increase throughout the summer, as customers often go for picnics. Alcohol changes in popularity quite regularly, so staying on top of trends will keep customers returning. We also keep a large range of wines so customers always have as wide a choice as possible.
Corfe Castle Stores
Location: Corfe Castle, Dorset
Size: 1,000sq ft
Type: VillageTOP TIPFind an independent vineyard to offer wines for customers to taste
We tend to stick to RRP, because we don’t want to overcharge our customers. For us, it’s all about looking at whether it will sell. We are a popular store during the holiday season and most of our customers are holiday-makers and the elderly, so we cater for their needs as much as possible, but you can’t always tell what they’ll be drinking. I dedicate a bit of space for wine, and we won’t stock any products that we haven’t tasted ourselves, so we can give a real personal touch to customers. Knowing your products will help drive sales.
Size: 1,600sq ft
Type: Residential/main roadTOP TIPOffer a good selection of prices and flavours
As we are a Premier store, we have a lot of promotions, but we generally stick to Booker’s RRPs. We expanded last year to offer a six-metre chilled space for white and rosé wines, and a five-metre space for red. Customers often don’t know what wine they want, so having knowledge on this category is an advantage. With supermarkets often stocking a large range, independent retailers should focus on having wine in the chiller and advertising this on social media as customers often want to drink the wine as soon as they get home.
Location: Coltishall, Norwich
Size: 900sq ft
Type: VillageTOP TIPUse promotions to encourage repeat custom
I always aim to achieve a good margin, but most of my wine products are on promotion, so having a good margin is a challenge. We have a lot of tourism during the summer, so our sales increase, particularly white wine. Keeping a wide selection on promotion is a great way of driving long-term profits. Customers have started to go for value, and rosé wines have been a popular choice. Sparkling wines are a key choice in the summer, so they’re always stocked in the chillers in case of any sudden heatwaves.
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