Top Tip

11 July, 2008

Independent retailers should, above all, offer chilled wine. A hefty 65% of wine is bought

for consumption

within four hours and

stocking white wine in a chiller increases sales by up to 20%.

The main impetus to lager sales is, of course, chilled lager. As ever, stock brand leaders, but also have something different, maybe authentic. T here is real credibility in offering provenance within brands. Imagine a consumer's delight when they see a bottle of chilled lager that they enjoyed on holiday in their local independent retailer. They are likely to say, 'I drank that on the beach' or 'I saw that in the hypermarket in Spain'. Creating that shopping experience can only add to our competitive advantage versus the grocery multiples."

Peter Reynolds,

senior client manager, Nielsen

Send your Top Tip for getting on in the business and you could bag yourself a bottle of bubbly.

Email laura.clark@william-reed.co.uk or phone 01293 610225




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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