With convenience stores making more effort to understand wine, signs are positive but there is still much work to be done between retailers and suppliers, as we discuss with Accolade Wines’ Marketing Controller.
What’s your honest assessment of wine in convenience?
Wine is an essential part of the convenience offer and we are committed to making our range of brands relevant to both shop owners and their customers. It is a very important sector of the market and one which Accolade Wines is firmly dedicated to.
Are retailers getting better at selling it?
Merchandising has improved a great deal in the convenience sector in recent years and we believe we have done our part to help retailers achieve this with initiatives such as WinningWithWine.com.
What’s that then?
WinningWithWine is a trade website we’ve launched to help retailers with the wine category. It’s an easy-to-use website which gives retailers the opportunity to learn about wine, how to sell it effectively, advice on the best range to stock in their area and the option to order free POS.
Do you believe there is potential to grow wine sales in independents?
Most definitely. Independent wine retailers are estimated to be worth over £400m in the UK and are growing rapidly. We believe that it is an area that is set to continue to grow.
What can retailers who remain intimidated by wine do to create a clear fixture?
With 60% of customers not knowing what they’re going to buy when they come into stores and 90% of wine purchase decisions being made at the point of purchase, it is really important to offer a clear, well-stocked fixture. This includes displaying new and ‘occasion’ wines prominently and providing a good selection of best-selling impulse wine brands, including Echo Falls, Hardys, Kumala and Stowells, which customers have confidence in buying.
So making the display visible is key?
Having a well-stocked range is the just the start of an enticing wine offering. By offering customers extra signage on best value buys, food pairing recommendations and gifting ideas, retailers can turn a good range into a great wine display – without having to know too much about wine themselves. We offer our WinningWithWine.com members free POS and online wine advice so they don’t have to feel intimidated and can let their shelves do the selling.
How important is it to chill white and rosé wine?
It’s essential in this sector. 90% of all wine purchases in this channel are bought to be consumed on the same day. Therefore, if the whites and roses are already chilled, they are more likely to appeal to the majority of shoppers looking for that ready to drink solution.
How is Accolade working with the independent sector to grow sales?
We have a dedicated team responsible for the wine sector whose principal aim is to meet and anticipate demand in this fast moving category. With WinningWithWine.com we believe we have created a vehicle that helps buyers and proprietors successfully grow their wine categories and we are continually looking at ways to further develop the site to ensure it remains relevant and beneficial to those that engage with it.
What trends can we expect in the wine category this year?
In convenience, consumers will continue to seek out brands which offer quality and value.
