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Retail: Showcase for New World
Waitrose is dedicating substantial floorspace to an extensive showcase of New World wines this month.
Running for three weeks until 24 September, the event will focus on 50 wines: 20 of the most popular references from the existing range and 30 limited-availability newcomers. This major push follows a similar focus on French wines in the spring, which generated substantial sales uplift, with ACNielsen market share up from 11% to 16% and average wine spend up from £5.40 to £5.68.
The activity will dominate the wine section and also bring the category out into the front of store, occupying three highly visible bays near the entrance. This prominent space is reserved for seasonal products: the French campaign in the spring took place as soon as the Easter eggs had been cleared away, and the New World showcase fills the three-week window between summer and autumn seasonal products. The fact that wine has been selected to fill this promotional stronghold indicates Waitrose’s dedication to the category.
© db September 2006