English Wine Week is back again. If there was ever a finer opportunity to promote and support the English wine industry, English Wine Week has to be it. This year it runs from Saturday 26th May – 3rd of June and although it may be tempting for other parts of the UK to dismiss it as nationalistic or anglo-ccentric, National awareness days like this, can be a massive opportunity to get stock flying out the door. So don’t miss it.
And anyway, who’s judging how you celebrate it? Why not branch out and celebrate the British drinks market in general – craft beer, wine, fizz – we have a lot to celebrate. Here are 5 ways to celebrate English Wine Week that every retailer who sells drinks should be able to easily re-create in one way or another. And don’t forget, these principles in how to put together an effective retail promotion, are universal and apply to a lot more than just wine. So the next time you have a new product push, try a few of these to get it moving.
It’s all in the display
In case you hadn’t noticed, we’re big on displays and the power of promotional hot-spots here at WBC. We consistently see them at work in so many of the retailers we work with. Done well, they can really give your sales a massive kick up the… Because consumers are not known for their attention span, any bit of change invigorates and keeps your customers inspired. Think about telling a story. People like stories and we connect with them. It can also be a great way of spring cleaning slow lines or underperforming ranges (not that you would have any of course).
This English Wine Week, why not look to group your English wines into a collection. Highlight staff favourites and use signage and ticketing to educate customers on the provenance. Creating engaging in-store hot spots or exciting window displays to really promote your English offering, raises awareness of an industry worth championing
Further Reading: What’s the most important skill a retailer can learn?
Experiential Retailing – The Art of Wine Tasting
We’re all aware that in-store tastings can really capture the attention of customers. Whether you hold yours in-store or take it to the pavement, tastings are a sure fire way of keeping your customer for longer. It’s the ideal opportunity to build a relationship and up sell the vast range of products you have. See who can taste the difference between a small producer and a big wine house! It doesn’t take much to put one together, and you’ll find a wide range of wine accessories including ISO wine tasting, glassware and spittoons on the WBC webstore to help you do it in style.
New Wine Tasting Stations
WBC’s brand new wine tasting stations are must for any wine retailer. As part of our BRIX modular display system, we’ve created dedicated ‘tasting stations’ to help you showcase your products by creating a wine tasting hotspot on your shop floor.
With purpose built shelves with storage space for 28 – 42 glasses, the tasting station has never been more effective. Bottles can be stored flat or on lower levels using shelves designed to hold 7 bottles. Multiple bottle shelves can be added to a BRIX wire unit to maximise storage or retail space.
Don’t forget about signage either! None of us like to ask for the price, so if something isn’t obvious, you’ll likely lose the sale. Ensure you keep signage at the forefront with WBC’s signage and ticketing options, specifically made for the BRIX range. Order from stock and simply add name and price. You can even trim your ticketing to size and stick them directly onto the metal area of the BRIX unit.
Collaborate & reach broader audiences
Collaboration is the future of retail. As costs on the highstreets rise, and budgets become tight, it’s becoming harder and harder to justify costs of promotion. So why not work together with other businesses in your local community. Buddy up with a local delicatessen or farm shop and host a food and wine pairing event. Cross promotion and championing local produce will only increase your sphere of influence.
Gift bags that pays
We’ve all been tempted by the little extras on the way to the till, and so have a whopping 60% of UK shoppers. A tried and tested marketing technique, according to smallbusiness.co.uk, “British consumers spend a whopping £21.7 billion on impulse purchases each year”.
Gift bags for bottles have to be one of the easiest and most cost-effective impulse gift for drinks retailers to offer. With trade prices starting from as little as £0.84p a unit, bottle bags are a great way to easily increase average order values, while up selling product and maximising sales, especially during the festive season.
Meet the Producer, Sell the Story
Invite a vintner from a local vineyard and host a ‘Meet the Producer’ event. Your customers will leave with a deeper appreciation for the world of wine and the provenance of the product they buy from you. And you will have created a connection with local producers
For more ideas on how to celebrate, check out the English Wine Week website for further inspiration and event listings in your area.