Wine is often neglected when it comes to promoting drinks - much to the disappointment of drinkers.
Having selected the wines to stock and decided how to present the wine offer, then attention should be turned to how to promote wine to drive sales.
Most drinks categories are regularly promoted, except wine and the consumers have noticed - as one disappointed wine drinker told GSJW: "There always seems to be promotions on other things like beer or alcopops but never on wine!"
A common theme in the research conducted for GSJW has been that the principles of how to get it right with wine are just the same, and just as simple as for any other drinks category.
But there is a bonus - with wine, because of its unique appeal and almost limitless permutations of style and origin, there are actually more opportunities to interest consumers and create successful promotions.
The time and effort invested in promoting wine sales is also likely to be more rewarding than with other drinks categories.
There are the regular extra value, price discount or increase purchase promotions that will exist for any drinks category, but wine can also offer so much more. The range of possible wine promotions includes:
- upsizing - GSJW recommends that the standard for wine by the glass should be 175ml, and 250ml for a large glass. Encouraging consumers to trade up gives them better value for money and means increased sales and less waste
price discount offers - a tried and tested promotion that consumers understand and appreciate. Consider offering £1 off a bottle of wine Monday to Thursday, or a discount on a second bottle sold
added value offers - again easy to understand and popular. Examples include a 250ml glass for the price of a 175ml glass or purchase two large glasses and get the rest of the bottle free
wine by the glass - buying a whole bottle of wine is actually buying several drinks in one go so there is a greater risk of "getting it wrong" and being stuck with an unpopular choice. Wine by the glass offers a way to encourage the trial of new wines. It also offers a simple way to capture wine sales for moderate drinkers, increased lunchtime weight of purchase, and sales of wine to people eating at any time
"wine of the month" - feature a particular wine and tell consumers about it through blackboards, posters and the like. It can introduce your customers to new wines, potentially at higher price points. If also promoted at a keen price it will encourage even more consumers to try the wine
wine and food matching - wine is the perfect drink to enjoy with food. Wine sales can be increased just by suggesting wines that are well suited to particular menu choices. Another option is to consider offering a linked promotion, eg a keen price for a particular meal with a glass of wine
wine tastings - even regular wine drinkers will be cautious about trying new wines. To offer tastings will encourage trial and hopefully then regular purchase. Consumers that see a pub is prepared to run a wine tasting will instantly recognise that the outlet is serious about wine, something that is vital to giving consumers the confidence to order wine when in an outlet
promotional events and themed occasions - certain dates in the calendar automatically offer the opportunity for incremental wine sales - New Year's Eve and St Valentine's Day are obvious targets to promote Champagne and sparkling wines. Other imaginative opportunities exist to link wine sales to popular events, personalities and the like - for example, promoting wines in the "Wimbledon fortnight" from the countries of origin of the leading players or a promotion on Californian wines on the July 4.
Running effective promotions can significantly increase your wine sales
Grants of St James's Wines (GSJW) the branded wine business of Matthew Clark has an unrivaled insight and can help build the wine sales in any type of outlet. The GSJW portfolio of wines features the UK's No.1 brand, Stowells of Chelsea and some of the finest wines available from California, France, Chile and Australia.
Grants of St James's WinesSimon Russell: 01275 890351Chris Hewin: 01275 890439