Multiples help shoppers Get Wine Wise
Published:  17 September, 2010

A new wine education campaign is introducing Tesco and Sainsbury’s shoppers to wine brands from around the world.

Get Wine Wise is sending two mobile wine bars to each of the two supermarkets’ 25 biggest stores in the run-up to Christmas to let consumers sample the wines.

The UK’s top 10 wine-producing countries – Australia, France, Italy, South Africa, Chile, Spain, Argentina, New Zealand, Germany and the US – will have a brand representing them, with each allowed to sample two wines.

Staff at the wine bars will accompany consumers into the shops to find their preferred wines on-shelf. Get Wine Wise would not reveal who its wine sponsors are, or whether Tesco and Sainsbury’s are helping finance the event.

Campaign director Brian George said: “Although wine is a huge market, further growth and development is being hindered by the lack of basic consumer wine knowledge and the propensity to buy on price or deal alone, rather than quality.”?The Get Wine Wise roadshow sets off in mid-November and will be backed by national and regional press ads.




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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