We recognise that the festive period offers greater upsell and sales opportunities for wine, but also places added pressures on time and resource. One possible solution is to offer your customers a guest wine over the Christmas period.
But where do you start? Our range contains over 1,400 wines, so selecting a single guest wine can seem daunting. The first step can be narrow down the number of wines you're selecting from. Red wines gain share over the festive period, while over ¼ of yearly Fortified and Champagne volumes are traded over November and December.
France is by far the favourite for consumers looking to buy for those special occasions. France is 43% more popular for red special occasions than red ‘everyday’ occasions. With customers willing to spend more at Christmas adding a premium French guest wine could well pay off.
The most important thing to consider is which wines will appeal to the outlet’s customers; recognising the needs of different wine drinkers. Consider the popularity of the countries. France, Italy and Australia are at the top of the list; the USA, Chile and South Africa come next; followed by Spain, Argentina and New Zealand. Using this advice, dependant on what would fit your outlet, consider a premium French red, a Champagne or a Port. Of course, if a premium French wine doesn’t fit your outlet consider the next most popular country and so on.
A guest wine should be interesting, something that you wouldn’t expect to find on most lists. Consider wines made from interesting grapes, for example, instead of Pinot Noir, try a Gamay. Instead of Cabernet Sauvignon, try a Malbec. Instead of Syrah, try a Mourvèdre.
Made from Grenache in France’s Rhône Valley, we think that Dauvergne River Gigondas really fits the bill. Although when only Champagne will do, R de Ruinart from a Champagne house with a long and distinguished history dating back to 1729, would be a wonderful pick, especially as Christmas makes way for New Year’s Eve.
Whatever you decide on, a ‘wine of the month’ or similar helps to keep the overall wine offering exciting and seasonally relevant. 46% of consumers enjoy trying new styles on a regular basis and a guest wine is a superb way of discovering what your customer’s love, even if they don’t know it themselves yet!
If not for Christmas, consider getting ready for ‘Try January’ with some interesting guest wines. Our Design team is on hand to assist you with bespoke POS items to help you maximise your wine sales all year round. For more information, be sure to get in touch with your account manager.
You can find more information about the wines we stock here. If you want to stock any of the wines mentioned, click here to place an order online now, or here to request an account with us; and don’t forget we’re here to support you with everything you need to ensure that your wine range is a success, from free menu design and print services to staff training.