Nisa to focus on more wine events

Nisa Retail is set to repeat the three-week wine festival it ran in March and April after stepping up its focus on promotional activity.

The wholesaler and convenience business reported a 66% sales boost during the promotion, with additional sales of around £1.2m after it launched the activity.

Designed to boost sales across its members’ stores and encourage cross-merchandising to help shoppers buy in several categories, it offered tasting notes and food matching recommendations on a range of wines, including the ‘I heart wine’ range, Oyster Bay Sauvignon Blanc, Casillero del Diablo and Blossom Hill Blends. It included specially designed gondola end displays, and was supported by POS material and support from Nisa’s field teams.

Emma Breslin, trading controller for wine at Nisa, said it was great to see members and their customers engage so heavily with the offer and confirmed Nisa would repeat the Wine Festival in September.

“The engagement with our Wine Festival has been very positive, delivering a fantastic uplift in sales. The wines and prices we secured provided a strong, competitive offer for our members and their customers,” she said.

“We continuously look at ways in which we can support our members in driving additional sales and footfall through promotional activity and will continue to work with our suppliers to add value to our stores,” Breslin added.

Nisa supplies stock and retail support to around 1,300 local retailers and 3,000 stores and off-licenses across the UK, some which operate under the Nisa fascia and others which trade under their own names.