WINE shoppers have different habits from those in other categories, buying less frequently and spending more when they do according to the company behind the Lindeman’s, Wolf Blass and Rosemount brands.
But last year it followed brands in several other categories and introduced price marked packs, specially into what it says is now the £1.1bn wine market in impulse outlets.
Business sector controller Shaun Heyes said: “While common in other categories, PMPs have never been a major focus for the wine category.
“However, we’re already seeing an increased rate of sale and frequency of purchase on the PMPs in comparison to standard packs.”
Looking ahead to the summer, Heyes said that during the warmer weather many shoppers switch from buying red wine to lighter white and rosé wines and that an increasing number of shoppers choose prosecco or sparkling wines.
And he stressed the importance of offering chilled wines. He said: “Figures show that 38% of shopper’s drink their wine within two hours of purchase so this presents a great sales opportunity.”
• Importer CWF says that retailers should expect the unexpected and be ready for impromptu barbecue shoppers during surprise warm weather spells.
Marketing manager Amy Ledger said: “Thinking about how and why shoppers will use an independent outlet should drive the ranging and merchandising decisions.
“If there is a hot spell, there will be an almost instant demand for products suited to picnics and barbecues.”
CWF has added an Australian Chardonnay to its Kissing Tree range.
Ledger said: “One of the keys to the range’s popularity has been the breadth of easy drinking wines.”
