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Waitrose
FRANCE FIGHTS BACK
Justin Howard-Sneyd MW of Waitrose talks about marketing French wines
{playerflv}/images/stories/Waitrose-SopexaFINAL.flv|320|256|#ffffff|true|left{/playerflv}”During the French Wines Showcase we topped 16% market share for all French wine sales in England. It shows the power of promoting a big category like French wines and how well our consumers reacted to it.”
“The major difference with the French Wines Showcase was that for the fist time we were able to use a part of the store outside the wine department. The seasonal aisle is a part of the branch that’s not used very much in the period after Easter or at the end of summer. So we were able to secure a section of that aisle for four weeks for the showcase.”
“We wanted to make sure that people knew which region the wine was from. So the leaflet was laid out regionally, like the wine on the shelf. We took each region by turn, giving basic information and facts about the area, together with a map. We explained what it was about each wine that typified the region and gave tasting notes. Each weekend during the showcase there was also a selection of four wines being tasted in most of the branches, and that certainly helped to support that educational message.”
To read more about the French wine category from Justin Howard-Sneyd MW >>>>>
or visit www.wines-france.com/uk