Category advice

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Market Insight

Category advice2019


Branded only Shoppers are the youngest group within Wine, and so brands must form an essential part of Wine’s future

(Kantar 2019)

Stocking well known wine brands can boost your sales and attract new shoppers

New World Countries counts for the majority of wine sales in the Impulse sector.

(Nielsen Apr. 2019)

Make sure to focus your range on New World Countries Wines.

1/3 of Low/no Alcohol shoppers are heavy shoppers of Alcohol

(Kantar 2017)

Make sure you stock a range of lower/non alcohol products to attract this growing number of consumers

Wines over £6 are showing positive double digit growth YoY

(Nielsen Apr. 2019)

Make sure your offer includes all price points and premium wine.

58% of shoppers in the convenience sector travel by foot.

Ensure you are stocking smaller formats that are easy to carry

(HIM 2015)

Attract younger customers by keeping up with new trends. Wine in cans, millennial brands and gin-infused wines are all entering the market.

Wine bottles

The Potential of Premium

  • The greatest sales growth in Impulse comes from the £6-10 price bracket, with largest increase (43%) coming between £7-8.Source: Nielsen, Total Impulse, Total Light Wine SKU, Value Sales, 52 we data to 20.04.19 versus YA
  • By stocking premium wines, you can attract more adventurous shoppers, giving the opportunity to increase basket spend and profit, not only in wine, but around your store.
  • Shoppers are looking to trade up for a better “at home” experience. They are looking to drink less, but better wines, and so are willing to spend more per bottle.
  • Convenience currently under-indexes against the supermarkets in premium wines, so stocking the right premium range will attract new shoppers deliver more sales and profit.
  • Stocking the new trends, such as 19 Crimes and Jam Shed will attract younger millennial customers, increasing your footfall.
  • Premium rosé styles, such as Provence, are also in growth, so it is important to offer these as well as the sweeter White Zinfandels.

Current Trends

  • Consumers, especially millennials, are always looking for the latest trends, so it is important to ensure that you stock products that appeal to and attract new customers.
  • New canned products, both wine and wine spritz, are entering the market this year. These appeal to those looking for a single serve, and are also more environmentally friendly.
  • As many consumers are looking to reduce their alcohol intake, there is a great opportunity for single serve formats. Bestway has a wide range of wines in 187ml bottles to supply this need.
  • Low/no alcohol is becoming more important, as more people either moderate or cut out their alcohol intake. 39% of the adult population would consider low/no alcohol drinks, so it is important to stock a range of options for those cutting back.Source: Kantar Worldpanel Low-no Alc Thought Leadership 2017
  • Two brands of gin-infused wine have been launched from Echo Falls and Blossom Hill, to tap into the popularity of gin.

Merchandising Your Wine Fixture

  1. Separate the different wine styles – Shoppers look first for wine type, so keep red, white, rosé and sparkling separate.
  2. Use your chiller – White, rosé and sparkling should be in the chiller. Keep red and fortified on an ambient shelf.
  3. Premiumise upwards – Place premium products on the higher shelves, with higher volume/value lines at the bottom.
  4. Block brands – keep brands together to increase visibility, impact and ease of purchase for the shopper.

Wine glasses


  1. Make sure you have the best-selling brands in your range. We recommend having good availability of our “Must Stock” lines as a minimum.
  2. Ensure you keep a choice of different price points to appeal to all customers, from entry level to premium.
  3. Make sure you cover all wine styles – White, Rosé, Red, Sparkling, Fortified, Perry and Low/No. That way you will have something for everyone.
  4. A good range of single serve products is increasingly important for attracting to new customers.
  5. Make sure you stock up for the seasonal peaks. Sparkling Wine sales will soar at Christmas and around Valentines Day and Mother’s Day, while Red Wines and Ports are popular at Father’s Day.

Must Stock Lines

Category advice2019


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


Category advice2019


We suggest you stock the following range:

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