nisa wine festival promo

Nisa’s Wine Festival initiative netted the retailer almost £1.2m in additional sales. 

The three-week event in April, which ran offers across a selection of branded wines, boosted sales in the category by 66%.

Wine brands selected for the promotion included the I Heart range, Oyster Bay, Casillero del Diablo and Blossom Hill.

The promotion also encouraged cross-category purchasing with Nisa’s own-label brand Heritage with accompanying tasting notes and food matching PoS.

After the success of the first event, a second three-week Wine Festival will be held in September and the event will form part of Nisa’s increased focus on in-store promotional activity for the coming year.

“The engagement with our Wine Festival has been very positive, delivering a fantastic uplift in sales,” said Nisa wine trading controller Emma Breslin.

“The wines and prices we secured provided a strong, competitive offer for our members and their customers, and it is great to see both engaging so heavily with these. 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.”