Blueprint's facelift to target tastings

18 April, 2008

The Federation of Wholesale Distributors' Blueprint for wine is to be revamped with six planogram options to suit different levels of

retailing in the non-specialist independent sector.

As part of the revamp, which comes on stream in May, retailers will be offered the opportunity to receive assistance in organising customer wine tastings.

The Wine Wheel - a POS device containing food and wine matching advice for use by customers and staff - is also being redesigned with more detailed information.

The existing 3 m ambient fixture contained in the Blueprint will be additionally supplemented with 1 m and 2 m ambient versions, and there will be additional 0.5 m, 0.7 m and 1 m versions for chillers.

Ross Shelley, scheme director at IMA, which operates the Blueprint for the FWD, said: "It will mean independents can better visualise what range and display will work for their own business."

Blueprint field staff will go into 100 stores to run customer tastings and all stores will be able to obtain a DIY tasting kit containing basic equipment and fliers.

Shelley said stores for the assisted tastings would need to be in appropriate locations and have already adopted the Blueprint as a given in their business.

He added: "We've already done a pilot and one store in Stockport sold 43 full cases after doing a wine tasting, which has hitherto been unheard of in this sector.

"It can expand the horizons of existing customers and bring in new ones who hadn't previously considered the store as a wine retailer," he added.

The FWD is holding its National Independents' Week from June 4 as part of the ongoing My Shop is Your Shop campaign.

Stores are invited to develop their own promotional ideas for a week of environmentally-themed projects, such as a Walk & Shop Day.

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