Wine Rack stores boosted calvados sales by 100% or more by promoting the apple brandy during National Calvados Week this month.
They joined a number of independents who pushed calvados sales up with tastings, promotions and glassware giveaways.
Soho spirits specialist Gerry’s ran daily tastings of calvados during the promotion.
Manager Allen Daly said: “Consumer tastings throughout National Calvados Week showed that people love it. Many people were tasting calvados for the first time and said they were expecting it to be like brandy, but when they found it tasted of apples, they were really enthusiastic.”
In Wine Rack stores, customers were invited to “try before you buy” and were offered a branded glass with each bottle.
Richard Pfleger of Wine Rack Weybridge (pictured) even wore a traditional Père Magloire hat to attract customers.
National Calvados Week spokesman Geoffrey Kelly said: “The promotion went very well and we will definitely be doing it again next year.”