Multiple retailers need to come up with a clearer strategy for wine in their convenience formats, says Adrian McKeon, MD of Allied Domecq Wine UK.
Speaking to The Grocer, McKeon and Lee James, channel controller for ADWUK, said they believed the c-sector still offered a wealth of untapped potential for the wine industry if one of the multiples got its strategy right.
“There is a tendency for many multiples to downsize their ranges to fit the smaller format, instead of suiting the range to this type of consumer,” said James. “It’s not just about size. One of the smaller retailers could still do a good job.”
McKeon revealed that ADWUK has begun sharing information with retailers about its consumer research programme into the buying habits of 2,500 drinkers of wines priced above £5 in a bid to improve wine aisles.
“Allied has a consumer-led approach and its consumer research project can help to gain knowledge about how people shop for wine.”
For c-stores to offer best practice in wine retailing, ADWUK suggests they should ensure the range represents all key price points to capitalise on the sales growth of premium wines. Retailers should also display information panels on shelves to drive impulse buying.
“In addition, all white and rosé brands should be in the chiller,” said McKeon.
His comments come just days before the expected finalisation of Pernod Ricard’s acquisition of Allied Domecq on July 26.