Spar’s wine revamp turns c-stores into destinations

Other own-label launches have been more high profile, but for effectiveness, none can match Spar's stunning transformation of its own-label wine range.

The old offer was limited and confusing, and Spar retailers simply didn't believe they could ever sell anything above an entry-level wine.

A three-year initiative starting in 2008 set out to develop not only a better offer for convenience shoppers, but a genuine destination for wine enthusiasts.

With the help of a Master of Wine, the range expanded to cover more regions and price points. New label and in-store designs created clarity in the offer. Genius PR stunts translating labels into Geordie and Scouse promoted the wines. The result? Own-label sales up 41%, and a 30% knock-on effect on total wine.

The winners