Accolade targets independent c-stores

23 November, 2011

Accolade Wines is to target independent convenience stores after research revealed they are coming under pressure from multiple rivals.

The wine company revealed the latest results of its Wine Nation consumer research today (November 23), and said it would be investing significantly in the new year to help independents make the most of its insights.

It found that shoppers are increasingly turning to multiple convenience stores to buy wine for social occasions – partly because they have a lot of chiller space and partly because they are tailored to their local demographics.

Accolade’s European commercial general manager James Lousada said: “To compete, independent convenience stores need to understand their consumer base and ensure they have the right range and product mix.

“For example, Newbies [younger drinkers who are new to wine] and Strong Prospects [younger potential wine enthusiasts] are important convenience store shoppers and they tend to opt for New World Wines, with the USA being the most popular country of origin for Newbies and Chile for Strong Prospects.

“This type of consumer insight is invaluable for independent convenience retailers planning their ranges.”

Accolade Wines has invested more than £6 million in its Wine Nation research over the past five years.

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