Fenwick’s wine sales up 26% since revamp

Fenwick Newcastle has reported sales of wine up 26% since it revamped its Wine Shop in September.

Fenwicks Newcastle’s new wine shop

Last year the upmarket department store carried out a full refresh of its 500-strong wine section prior to opening the revamped Food Hall and Wine Shop in Newcastle in September 2015. As part of the process, it replaced around 50% of the range to focus on smaller growers and boutique brands while stripping out many bigger brands.

Some of the changes included boosting the range of wines from Italy and Spain and adding seven new Prosecco’s to number ten in total. It also introduced a section devoted to organic wines to make it easier for consumers to browse, and a new rosé fixture.

It has now seen volume sales up 26% to 43,000, a spokesman told db, with strong sales in the £9 to £15 price range, as well as premium Proseccos priced at £15.

A key part of the revamp was the introduction of a new Enomatic wine sampling machine, which Fenwick Wine Shop buyer Robin Winterschladen said marked an exciting development as it enabled the team to roll out a hybrid of wine service/wine retail within the new Food Hall. It was run alongside its new Mediterranean style restaurant and wine bar, Fuego, with Fenwicks offering wines by the glass to customers who wanted to taste wine before they bought them in the shop, as well as offering wines to people dining in the restaurant.

A temperature- controlled cabinet was also offered to enable it to offer a selection of fine wines and vintage Ports.

“As all the wines featured within our Enomatic system are available to purchase in the Wine Room this has also helped drive sales,” a Fenwick spokesman told db. “Increasing the number of organic, biodynamic and sweet wines in the range and giving them their own sections has been a noticeable change.”

“Sales of dessert and sweet wines at Christmas also benefitted from a dedicated area,” he said.

As part of the revamp, Fenwicks installed central floor fixtures and stand-alone units so it could feature selected products.

“We don’t specialise in a particular area but do strive to have a diverse range showcasing interesting, lesser-known regions and grapes alongside those that are more familiar,” he added.