With the first customer orders leaving the Winery this week, we are already gearing up for the festive season. From Halloween and Bonfire Night through to New Year’s Eve, here are five ways to warm up your wine sales over winter 2017:
1. Use early interest in mulled wine to arouse festive feelings amongst your customers.
Although strongly associated with Christmas, mulled wine
is a seasonal favourite from late October onwards.
Over Christmas 2016 we conducted our own research into consumer perceptions of mulled wine – “the ultimate winter warmer” - whose appearance in-store heralds the Christmas season.
“I love the warmth and the spices in it, just the smell of it makes you feel like it’s Christmas.”
Stock early to support demand from consumers planning outside celebrations around Halloween and Bonfire Night – and make the most of mulled wine’s Christmas associations to bring forward interest in other Christmas-related purchases.
2. Make the most of interest in mulled wine right through to Christmas.
Over two million households purchased mulled wine
over the three months to Christmas 2016, that’s one in eight Still Wine buyers, but on average those households only bought the product on 1.9 shopping trips (Kantar Worldpanel, 12 weeks ending 1/1/2017).
Our research revealed that shoppers were frustrated with a lack of seasonal choice and surprised that more was not made of this festive favourite in store.
Increase sales by ensuring stock is available from October right up to the weekend before Christmas, and ensure Mulled Wine plays a prominent role in festive merchandising displays.
3. Make sure your wine range suits a variety of gifting occasions – right up to the last minute.
Consumers need to find all kinds of gifts over the Christmas period and a bottle of wine or fizz is often the perfect solution for grown-ups, especially for those in need of a last minute gift: so make it easy for shoppers to pick up a bottle when they are in need.
According to YouGov
, with less than a week to go before Christmas 2016, just half of people had bought all of their Christmas presents.
Small format wines are perfect for shoppers looking for office Secret Santa gifts, or grown up Christmas stockings.
For something a little different, our ‘winter fusion’ chocolate wines
are perfect to pop into a festive hamper, or to help shoppers looking for the ideal present for the chocoholic wine lover.
4. Help shoppers find wines for festive dining, especially when they are doing their big Christmas grocery shop.
Wine and food – the perfect marriage - and at Christmas this is no exception.
Mirroring last year’s momentum we anticipate New Zealand Sauvignon Blanc and Argentinian Malbec to be in particular demand in store once again.
Marlborough Sauvignon Blanc will be perfect with fish starters and lighter Christmas dishes, while Malbec is a perfect accompaniment to beef, lamb or something a little gamey. And not forgetting the Christmas turkey, with its light and delicate flavour it is a perfect match for a light and fruity Pinot Noir or Spanish Rioja for something a little bit different.
Christmas Day falls on a Monday this year, so expect a similar pattern in store to last year with the biggest trading day falling on the Friday but a double-peak over the weekend. Alcohol sales are likely to peak in the week leading up to 25th
December. Help shoppers readily find the perfect match for their food whether it’s the traditional Christmas Day meal or other festive dining during December.
5. Help consumers celebrate with Prosecco right through to New Year.
From Halloween to New Year, bubbles are a perfect accompaniment to this very active and socialable period. We expect no change to the burgeoning demand for Prosecco this year. Prosecco is by far the most popular sparkling wine among 18-24 year-olds, with 97% of sparkling wine drinkers in a recent WSTA poll saying they drink Prosecco.
Get ready for Prosecco
sales to peak after Christmas as shoppers stock up for New Year’s Eve.
Our Top Picks!
From award-winning imported wines, mulled wines, fusions, small formats and fizz, we have something to help you succeed in the run up to Christmas 2017.
Our traditional mulled wine offers the perfect winter warmer. Aromatic, fruity & spicy it is rich in orange, lemon and hints of red berry fruits balanced with traditional spice aromas of nutmeg, cloves and cinnamon. Available in On Trade and Off Trade 75cl formats, as a Private label and as a 5 Litre BIB ideal for outdoor events and winter markets.
In response to the growing popularity of fusion wines, our Chocolate Drop and Chocolate Mulled wines have been winter favourites since their launch a few years ago, with beautiful gold, chocolate and orange packaging adorned with gold foil touches that makes them perfect presents to go under the tree or into a seasonal hamper.
Minivino is a small, perfectly formed and ready to drink 18.7cl single serve wine from our wine partners in Italy. Perfect for a grown up Christmas stocking and available in white, red and rosé.
Broadland Wineries offers a range of imported wines for the off trade and on trade, including Pā Road Sauvignon Blanc from Marlborough, Padilla Rioja from Spain, Roberts & Reeves Malbec from Argentina, and Prosecco available in both 75cl and 20cl formats.
As well as supplying our own brands in a range of sizes and formats, we are also a leading private label
wine supplier to the UK Off trade and On trade. Contact us now to discuss in detail how we can help.