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Highbury Vintners and Hennings Wine win Shop Rioja

Published:  10 December, 2018

This year’s Shop Rioja initiative delivered a collective sales uplift of 81% during October for the 61 retailers taking part, with Highbury Vintners and Hennings Wine taking top spot.

Winning in the Small Merchant and Large Merchant categories respectively, both will receive £1,000 apiece to go towards new Rioja listings.

Direct Wine Shipments and Laithwaite’s Wine also each received a Highly Commended award for their promotions.

Shop Rioja is now in its sixth year, designed to boost Rioja sales and awareness of the category ahead of the busy Christmas trading period, with this year delivering an average bottle sale price of £17.79, well above the national average for still wine, which sits at £5.72 (Nielsen MAT to 16.06.18).

The initiative encourages participating retailers to create as creative a promotion as possible for the month of October, backing this up with social media and other marketing initiatives, including imaginative in-store merchandising and new listings.

“Impact on sales has been great and customer response has been fantastic. Staff members have enjoyed tasting nearly every Rioja we stock and have learned in depth about each wine and their different histories and stories. We learnt a lot during the promotion,” said Tom Hemmingway of Highbury Vintners.

Boosting staff enthusiasm and engagement was also reported by Hennings, which ran a bust calendar of in-store events across its Sussex-based shops.

“The 2018 promotion was a fantastic success for us and was passionately embrace by our entire team,” said Hennings’ Matt Parkinson.

Shop Rioja is organised and run by the Wines from Rioja team and takes place every October throughout the UK.