Nisa has created a fictional wine guru called Lord Nosewell to drive sales in members' wine fixtures.
Launched at Nisa-Today's 25th anniversary exhibition at Stoneleigh, the cartoon connoisseur will promote a new wine of the month initiative designed to demystify the category and encourage consumers to trade up.
Members ordering more than 10 cases of the selected wine, which offers a guaranteed 20% PoR, will get a free merchandising unit, plus tasting notes, menu advice, shelf talkers, PoS material and posters.
Nisaway trading manager Paul Batchelor said the initiative would give consumers confidence to make purchases as Nosewell became a trusted and familiar sight in stores. "It's got a touch of humour, but a serious message," he added.
"The tasting notes give an informed opinion so he has got to be credible. It's therefore crucial we select the right wines. Wine is one of the fastest growing product areas going through Nisa central distribution and it's been a huge success since we launched it in 1999. The next step is to get customers to trade up."
Separately, Nisa has also launched The Source Â an online guide to alcoholic drinks available to members at nisatodays.com.
The site provides a comprehensive list of wines supplied by Nisa, notes, menu advice and a glossary.