Category advice

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Wine

Market Insight

Category advice2021

 

Brands account for 98% of the wine category in Impulse.

The fastest growing brands in the Impulse market are Barefoot, Yellow Tail and Isla Negra.

Australia is adding the most value to the category and makes up a ¼ of sales, whilst Argentina is growing the fastest.

The top 10 brands make up 44% of sales but only get 11% share of shelf space.

Buy 2 bottles for £X deals across various ranges is a great way to drive higher basket spend.

Shoppers are trading up as the Premium end of the category is growing the fastest.

Wines between £7 and £10 are adding the most value, £251m.

Red Blend wines are growing ahead of the market, value growth at 48%.

19 Crimes Red and [Yellow Tail] Jammy Red Roo are in the top 3 and are growing fast, both wines help bring new shoppers to the category and have loyal consumers.

Display a Good, Better, Best layout on the shelf, with the Best at the top to encourage shoppers to trade up.

Choosing a bottle of wine in store
Brand block wines as this makes it easier for shoppers to navigate the category. Brands act as good signposts.
Focus on New World wines as they account for the majority of sales, 71%

Give enough space to the Top Brands and Countries of Origin.

Wines

Cover a range of major varietals, ensuring you stock the best brand within each varietal.

Hardys wine

Information correct at time of print.

Wine

Must Stock Lines

Category advice2021

 

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:

Premium line symbol
Must stock linesMust stock linesMust stock linesMust stock lines
Must stock linesMust stock lines
Must stock lines
Wine

Planograms

Category advice2021

 

We suggest you stock the following range:

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2.5m Wine Shelf 1
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2.5m Wine Shelf 2
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2.5m Wine Shelf 3
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2.5m Wine Shelf 4
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We suggest you stock the following range:

Click shelf to hide/show shelf product list

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

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