Now a thriving industry, Great Britain has become a strong contender on the vineyard playing fields with best-in-class wines that are slowly starting to make an impression.
With climate shifts producing ideal terroirs, not only is local production on the rise, but we’re also seeing land investments by renowned international houses like Louis Pommery and the Jackson Family estate. And, as luck would have it, our current yield revolves heavily around making both white and sparkling varieties – both hot favourites in the UK market.
In celebration of this, WineGB (the country’s national association for this trade) launched English Wine Week in 2006, making it a staple on the cultural calendar. And, from a retail perspective, it’s an ideal time to generate some significant sales.
Happening between the 21st and the 29th of June, this year’s theme is “create new traditions”, and we suggest that, if you’re a retailer, you capitalise on the opportunity to do the same.
From WBC’s branded drinks packaging and gifting to creating bespoke events, here are five ways to bring in the crowds and build your business.
1. Ramp up your displays
If you’re expecting an influx of foot traffic (which you should be), then we suggest you make sure you’re retail ready! Here are some things that will optimise the shopper experience:
Modular furniture
Go the extra mile with a refreshing new layout or build a stellar hero display dedicated to your best English wines. This can be done quickly and efficiently as a pop-up island with our tool-free BRIX® range.
Signage and ticketing
Order is everything, so use these to direct your patrons to their products of choice. From card bottleneck tags that could relay information on pricing and vintage to pavement boards that list your specials, they’ll keep the dialogue flowing.
2. Engage in experiential retailing
Yup, we’re talking about hosting a wine tasting event. Why? Because, aside from being on-trend, it’s an excellent way to get to know your audience and serves as a powerful brand activation tool.
Make it a corker by investing in the following:
Barware
From the all-important tasting glass to corkscrews, wine coolers, aprons and galvanised cooling buckets, these products will ensure that everything runs like clockwork.
Branded merchandise
Boost those after-event sales by stocking up on personalised presentation boxes, bottle carriers, gift bags and wicker hampers. They’ll raise the bar and encourage repeat buys when it comes to seasonal corporate gifting.
3. Form collaborations
Get involved in your local community and partner up with a deli, farm shop or independent retailer for a shared event. This will allow you the opportunity to do an immersive food pairing, which is always a crowd-pleaser.
For this, you’ll need some great countertop display solutions that will put their choice produce (like cheeses, chutneys, pickles and breads) in the spotlight... alongside your finest UK wines, of course.
4. Get your tote bags branded
Fabric bags are proven to be one of the most powerful marketing tools available. And, with ample advertising space for your logo, imagery and messaging, they literally become a walking billboard.
From a return on investment (ROI) point of view, they’re hard to beat because, if loved by your audience, they’re likely to be bandied about town as a market, gym or beach accessory for years to come.
Whether you invest in a sturdy shopping version or get something that can be given out as a goodie bag, we have a massive range to choose from, and they can be overprinted within seven to ten working days.
5. Captivate with storytelling
Everyone knows that great branding is all about the narrative, so think about getting a local vineyard or producer in for a question-and-answer session. Your customers will leave with a deeper appreciation for and understanding of the UK wine market and the work involved in producing something that’s on par with some of the world’s best cuvées.
Let’s celebrate English Wine Week together!
Our thirty-plus years in drinks packaging, paired with our affiliation with WineGB, has made us huge enthusiasts of Briton’s local offerings.
From hosting judging events for the industry’s top awards to designing personalised and bespoke merchandise for some of the most well-known brands, we have all the expertise you need to capitalise on English Wine Week.
Give us a call today for all your gifting, countertop display and branding needs and let’s get the show on the road!
