Thresher’s three-for-two deal across its whole portfolio has helped reveal what people really like to drink, according to trading director Alex Ansen.
“New Zealand wines are really flying off the shelf,” said Ansen. “Old World classics have also really come to the face, such as those from Burgundy and Rioja. And France’s Louis Jadot and Spain’s Campo Viejo have been selling well.”
Ansen said the deal, which has been running for six months, had encouraged consumers to trade up to a higher average price point and select wines through choice rather than those on promotion.
The findings have helped Thresher plan out its range of premium wines priced between £7-15 for its Wine Rack format, relaunched earlier this month.
“The three-for-two offer will run across the whole wine portfolio in Wine Rack, offering an even better deal to consumers,” said Ansen.
Bacardi rum is launching its ‘The Way it Should B’ advertising campaign in cinemas from this month, followed by TV and outdoor coverage from October 15.

The Drinks Company, importer of Sierra Tequila, is launching Sierra Reposado tequila (rsp: £15.99 for a 70cl bottle).

A radio advertising campaign will run through October and November for Côtes du Rhône wines. The campaign is in addition to the current six-month sponsorship deal with Smooth FM, taking the wine region’s total radio investment to over £320,000.

Cockburn’s is releasing its 2000 Late Bottled Vintage Port (rsp: £10.14) this month to add to its premium portfolio.

Japanese beer, Asahi, is searching for a Su Doku star at the Asahi Pure Logic Su Doku Championship in London in February 2006.

Magners’ one-litre bottles of cider have an rsp of £2.99 in the off-trade, not £1.99 as reported last week.
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