The retailer said total wine sales were up 8.3% by the end of the promotion, which ran from April 22 to June 2.
In the same period, it claimed the market for impulse wine sales generally fell by 3.5%.
Spar’s South African wine sales were up by 237% over the period and own-label sales increased by 17.2%, it said.
Spar said French sales also did well in the promotion, engineered by its former wine controller Laura Jewell MW, now with Tesco.
Wine buying director Chris Lewis said: “We chose South African wines to tie in with World Cup promotional material, and wines from France because it gave us a balance of styles, and depth of choice.”?The promotion focused on a 25% discount of 35 selected French and South African wines. Nine wines were bought in especially for the festival period.
“The festival was introduced this year with the aim of increasing Spar’s wine market share from 1.6% to 2.4%, encouraging consumers to try Spar wines and increasing awareness of our fantastic range of wines to existing and potential new shoppers,” said Lewis.
“It was also a great opportunity to establish Spar’s reputation as a retailer which sells excellent quality wines at good value, helping to improve consumer price and quality perceptions of the Spar wine range.” The festival involved 2,100 licensed stores and is likely to be repeated next year, Lewis said.
Spar is yet to announce the replacement for Jewell or buyer Dror Nativ, now part of the Sainsbury’s team.