Accolade has launched an online tool to help retailers match their wine offer to the local shopper demographic.

Retailers can input their postcode at and view the profiles of key consumer types in their area, giving insight on their preferences and helping stores merchandise stock more effectively. The profiles are based on Accolade’s WineNation research, which draws on a panel of 40,000 people and other data to provide a view of the UK wine market.

Accolade is hoping 3,500 retailers will register at the site over the next year and gain access to newsletters, free point of purchase material, prize draws for stock and Q&A forums with industry experts.

Accolade’s brands lost £40m year-on-year [Nielsen 52w/e 1 October 2011] as unfavourable exchange rates and hikes in duty and VAT took their toll.