Concha y Toro launches tool to support growing wine c-sector

By Jo Gilbert

Published: 16 May, 2016

Concha y Toro UK, one of the UK's leading wine suppliers, has announced the launch of a free app to help convenience retailers to maximise wine sales.

WineWise is being marketed as a free wine category advice tool which retailers can access on their smartphone and contains quick hints and tips to help them captalise on the trend of convenience alcohol purchasing.

The tool is going after the growing wine category in the c-sector, with seven in ten shoppers now looking to buy wine as part of a top-up shop.

The online tool has been developed in conjunction with digital agency Grand Central Creative.

It is a step-by-step guide covering the key topics for retailers, and provides: facts on the growing importance of the wine category to convenience shoppers; highlighting best-sellers across the key wine varietals and tips on what to stock; planograms and tips on how to display wines; and ideas from other retailers who are feeling the benefit of the wine category.

Laurie Billson, Customer Marketing Manager at Concha y Toro UK, said wines for convenience sector will only grow in importance.

"As wine in the convenience sector grows, getting your wine range right in store offers huge potential to put more money through the till," she said.

"Stocking a few key SKUs and displaying them in the right way makes it much easier to sell and add wine to a top-up shop basket. Wine is a complicated category and easy to turn-off retailers and shoppers. WineWise offers a simple, free solution to covering the basics - stocking category best sellers and block-o-grams - while getting comfortable with fast facts to recommend wines to shoppers."

Concha y Toro UK's flagship brand is Casillero del Diablo, which reached £100million in annual retail sales for the first time in December.

At a total level the wine category is worth £5.1bn - over twice as much as carbonated soft drinks.

Despite this, Billson says, wine rarely gets focus from retailers.

Retailers can use Wine Wise to learn about wines, read case studies about successful stores making and learn how to turn ideas into profit.

Visit Wine Wise here.

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