Category advice

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Wine

Market Insight

A core range is the first step to growing your Wine sales.

Ensure you have the brands shoppers expect to see and align your core range to our recommended Must Stocks

3 out of 4 bottles sold in the convenience market are New World wines so ensure you give enough space to wines from USA, Australia, Chile, South Africa, New Zealand and Argentina

Nielsen Scantrack – Impulse Channel – MAT 21.04.18

41% of convenience shoppers believe wine is worth paying more for. Premium wines '£7+ RRP' now represents 1/3 of shoppers total wine spend.

Maximise your premium wines sales during key seasonal events throughout the year

Nielsen Scantrack data to 23rd March 2018

Cover a full range of price points – value, mainstream and premium to give customers a wide choice and the opportunity to trade up

Premium wines are growing +13% year-on-year.

Encourage shoppers to trade up and increase your sales and profit by stocking premium wine.

See our premium Must Stock lines highlighted with a 'crown'

Nielsen Scantrack – Impulse Channel – MAT 21.04.18

"Shoppers are twice as likely to buy wine in a convenience store when on a Meal For Tonight mission"

Make it easy for shoppers and use appropriate POS to engage with shoppers and keep White and Rosé wine in the chiller

HIM! CTP Spring 2018 – Shopper Survey

Merchandising Your Wine Fixture

  1. Must stocks – have good availability of Must Stock lines, across all price points.
  2. Block by wine colour – shoppers look first for wine type, so keep Red, White, Rosé and Sparkling separate.
  3. Use your chiller – White, Rosé and Sparkling should be in the chiller. Keep Red and Fortified on an ambient shelf.
  4. Premiumise upwards – place premium products on the higher shelves, with higher volume/value lines at the bottom.
  5. Block brands – where possible, keep brands together to increase visibility, impact and ease of purchase for the shopper.

Winning With Wine

  • Since AWRS started in 2017, there are huge opportunities for the convenience retailer to develop their business. Wine volumes have dropped by 0.5% but sales value has increased by 3.7%, highlighting the need to focus on higher price points.
  • Make sure you stock up for the seasonal peaks. Sparkling wine sales will soar at Christmas and around Valentine's Day and Mother's Day, while Red Wines and Ports are popular on Father's Day.
  • By stocking premium wines, you can attract more adventurous shoppers, giving the opportunity to increase the basket spend and profit, not only in wine, but around your store.

Encouraging the shopper to trade up to £7+ bottles, gives you a higher sales and profit and the shopper gets a better bottle of wine!

Wine taxation

What To Stock...

White and Red wine combined account for three quarters of all wine sold in Impulse.

Rosé and Sparkling wines play an important role.

Red wine sales piechart by countryWhite wine sales piechart by countryRose wine sales piechart by country

Source: Nielsen Data to 21st April 2018, MAT, Total Impulse. Top varietals and their top SKUs

Wine

Must Stock Lines

Premium

These are the ‘Must Stock’ lines which shoppers expect to see in a convenience store.
By stocking these lines, you will be meeting your customers’ needs and therefore they will visit your store again.

We suggest you stock the following range:

Must stock linesMust stock lines
Must stock linesMust stock lines
Must stock linesMust stock linesMust stock lines
Premium
Wine

Planograms

We suggest you stock the following range:

Click shelf to hide/show shelf product list

2.5m x4 Wine Shelf 1
View Shelf 1 Products
2.5m x4 Wine Shelf 2
View Shelf 2 Products
2.5m x4 Wine Shelf 3
View Shelf 3 Products
2.5m x4 Wine Shelf 4
View Shelf 4 Products

We suggest you stock the following range:

Click shelf to hide/show shelf product list

2m x5 Wine Shelf 1
View Shelf 1 Products
2m x5 Wine Shelf 2
View Shelf 2 Products
2m x5 Wine Shelf 3
View Shelf 3 Products
2m x5 Wine Shelf 4
View Shelf 4 Products
2m x5 Wine Shelf 5
View Shelf 5 Products

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