Entry-level wine shoppers in the sub-£6 bracket make up 39% of the consumer base but only account for 27% of total spend (Nielsen, year to March 1).
Treasury Wine Estates said that if convenience retailers target shoppers looking for more expensive bottles they will reap the benefits.
The £6-£8 bracket is up 21% in volume in the past year, according to Nielsen, while total wine volumes are down 2%.
Shaun Heyes, head of customer marketing at Treasury Wine Estates, said: “With summer nearly upon us, convenience retailers should look at adjusting their range now to make the most of the increased sales on offer from the wine category during the warmer months.
“Targeting occasions presents a great opportunity for convenience retailers and by ensuring they have a balanced range, including chilled wines, they will be able to attract new customers.”
In order to educate convenience retailers on this “untapped opportunity”, Treasury will run retailer trials with convenience symbol groups, attend trade depot days and produce booklets full of advice.
It has also given Rosemount Estate’s Blends range an overhaul and launched a Pinot Grigio Sauvignon Blanc Vermentino blend retailing at £6.49.
Shoppers can win a trip for two to New Zealand worth £10,000 via a promotion on bottles of Matua, and convenience retailers can win “business enhancing prizes and stock” in a Lindeman’s promotion.