Published: 24th Jan 2025
With the UK wine industry booming and new growers and producers bringing an influx of fresh options to our tables, merchants have to work extra hard to stand out from the crowd. And tapping into the latest consumer needs, wants, expectations and buying patterns is an excellent way to gain valuable insight.
As leaders in the speciality drinks packaging arena, monitoring these variables is an intrinsic part of what we do, enabling us to set trends and tap into clever ways to harness the amazing power of branding.
From your values and narrative to how you connect with your audience, optimising sales involves making your offerings accessible, relatable and assertively on display. Here are some sagacious tips to get the ball rolling.
1. Know your stuff
The first crucial element to future success is understanding your industry and the products you’re selling. From wine-growing regions and terroirs to the fermentation process and key notes, you need to know the ins and outs of every label you carry.
For locally supplied merchandise, visiting the source to familiarise yourself with the vineyard’s culture and brand journey is a rewarding endeavour, giving you extra intel you won’t get from Google.
Talking the talk enables you to guide non-aficionados through their choices and make confident recommendations on storage, accessories and pairings. Impress them enough and they’ll spread the word.
This practice should be protocol for your entire sales team, so invest in their training and set the bar.
2. Take stock of your displays
Retail displays are a huge part of a marketing strategy and, from your layout to how you spotlight your bestsellers, garners interest from potential shoppers.
If you’re in the process of designing your space, we recommend that you opt for modular furniture. It allows you to start out small and adapt as you grow without constantly having to part with extra capital. Browse our dynamic BRIX® solution for inspiration – it’s a building-block concept that doesn’t require fitters or tools.
Bins and crates are a useful addition for seasonal promotions – and don’t forget to include standout signage.
With social media dictating what’s in and what’s out, an Instagram-worthy aesthetic will make a real difference. Include some classical music in the mix, and we reckon you’ll be off to a roaring start.
3. Embrace sustainability
From your shop fittings to how you package your wines, sustainability should be at the top of your priority list. Not only do your customers expect it but, with eco-conscious wheels in motion throughout the industry, following suit is the right thing to do.
To highlight this point, it’s interesting to note that WineGB recently conducted a survey concluding:
– 52% of their vineyard participants use a carbon calculator to monitor their footprint
– 91% of them have committed to a sustainable floor management system
– and nearly 62% of them use renewable energy.
Set your own example by using eco-friendly transit boxes and fillings like our 100% recyclable and compostable Pulpsafe. We also suggest picking out fixtures made from wood, marble or glass and ensuring that your gifting merchandise is responsibly sourced.
4. Invest in seasonal campaigns
Capitalise on year-round sales opportunities by creating seasonal campaigns. It’s a sure-fire way to encourage impulse buying and showcase some of your more discerning offerings.
Valentine’s Day, St. Patrick’s Day, spring, Easter, Mother’s Day, Father’s Day, Halloween, Christmas and New Year are all excellent occasions for promoting speciality drinks. Put them in bespoke hampers or personalised wooden boxes, and you have yourself a winner.
5. Host wine-tasting events
Add value to your service by organising informative food and wine pairing evenings. They’ll bring people into your store en masse and encourage them to try (and buy) new things.
Inviting vineyards, sommeliers, guest speakers or celebrities to attend will draw in the crowds – word travels fast when there’s a connoisseur in town!
6. Stock merchandise that makes sense
Become a wine merchant of choice by selling products that will enhance the customer experience. It demonstrates perception and creates brand loyalty. Here are some ideas:
– Barware (like wine stoppers, decanters and bottle openers) will bring in extra sales.
– With alcohol topping the gifting charts, providing elegant bags and boxes is a must.
– Make exclusive food pairings available on well-designed countertops – it's a great way to get people to shop for hampers.
7. Brand, brand, brand!
Today’s marketing trends call for unboxing experiences that exceed expectations, and one way to get this right is by personalising your products.
From ecommerce containers to tote bags, bottle carriers and gift packaging, we’ll help you make your brand visible – it’s a surefire way to make an impact and get your wine shop seen.
Get the full package at WBC
To explore our full range, contact our sales team or make an appointment for a visit to our fabulous Herne Hill showroom – we’ll have some great coffee brewing!