Dedicated shelves would help sparkling

01 June, 2007

Drinks shops could do more to push sparkling wine by merchandising it in†dedicated areas,

Pernod Ricard

wine†development director Adrian Atkinson believes.

Speaking at a sparkling wine seminar at the London wine fair, Atkinson said: "There's some work that needs to be done on the category in terms of merchandising.

"We should look at it differently in store and see how it interacts with Champagne. It should be given a shelf space of its own similar

to what people are doing with rosť in distinct blocks, rather than sparkling wine just being under Champagne," he


Val Smith, chairman of consultancy and seminar host

International Wine & Spirit Record, said: "It would grow a lot faster if more firms put more effort into sparkling wine, particularly in France. They

produce perfectly good sparkling wine, but they do nothing

but sell it in French supermarkets at a discount."

Panellists agreed that a key element of ensuring sparkling wine's future success is to market

it as an everyday drink, rather than just for special occasions.

John Grant, of Hardy s, said: "I see continued growth both in existing and new markets such as south

east Asia."

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