Showcase for single varietals

04 May, 2007

Single varietal wines will be the focus of Thresher's summer promotion.

The retailer will showcase different grape varieties as part of its three-for-two promotion. Posters in the window display will inform shoppers of the varietal in the spotlight, which will change every 12 weeks.

Cashing in on Pinot Grigio's current popularity, Thresher has chosen the variety to be the first to be advertised with shelf-edge barkers and in-store signage.

Radcliffe's Pinot Grigio will be wine of the month at an offer price of £5.99 in Threshers shops until May 29, and the same promotion will run on Radcliffe's Pinot Grigio Blush in Wine Rack stores.

Thresher is also aiming to increase sales of malt whisky and premium impulse spirit brands through the introduction of "strong deals on spirits" this summer, according to chief executive Roger Whiteside.

Customers can currently save £10 on a bottle of Speyside 12 Year Old in Threshers and Wine Rack stores (down from £29.99 to £19.99), and offers are also running on Tanqueray Gin and Bell's 8 Year Old.

Thresher is concentrating on refurbishing its Wine Rack stores to create a more contemporary shopping experience, with 25 shops fully renovated, Whiteside added.

The rate of conversion to the group's franchise scheme has also accelerated with 47 stores now converted.

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