Wine promotions made easy

The following article is brought to you by Jacob's Creek.

The opportunity for wine promotions​

Promoting wine in pubs can be simple and effective - and a good promotion will not only be popular with your customers but increase the rate of sale and drive traffic to your outlet. The opportunity and potential for wine in pubs, especially for the meal occasion, is huge and yet surprisingly, 43% of pubs never promote wine. (Jacob's Creek Publican Research 2003).

Our research highlighted, that wine was voted the most popular alcoholic drinks category during the lunchtime / after work / evening drink occasion. These are ideal times of day to run an incentive, promoting a glass of wine will increase trial amongst existing wine customers as well as encourage other customers to choose wine.

Popular promotions​

The Jacob's Creek Publican Research highlighted that the most popular promotion is: "Buy 2 x 250ml glasses of wine and get the rest of the bottle free!" It is easy to manage, ensures good stock rotation and makes the customer feel they are getting a great deal. This mechanic is perfect for groups out socialising in the evening. Other customers expressed interest in food and wine promotions, so why not offer a meal deal or give a free bottle of wine to groups booking a table for dinner.

Make the most of your promotion​

Anniversaries and occasions such as Birthdays, Valentines Day and Christmas parties etc are great opportunities to encourage customers to trade up to a bottle of wine. Promotional activity at these times will encourage consumers to try new wines and increase your volume on current favourites. Use themed days and annual events such as St Georges Day, Australia Day or to promote special styles of wine in your pub.

Remember, promotions should create an interest in your wine range. Always display promoted wines on your back bar and make sure that this is not at the expense of the rest of your range, as the promoted wine may not be for everyone.

The best items to help communicate a wine promotion to your consumer include, table talkers, posters, bunting, and blackboards. As the official wine supplier of the Rugby World Cup 2003®, Jacob's Creek has produced a selection of on-trade POS to highlight their association with the tournament. Go on and increase the visibility of wine during all the right occasions in your outlet.

Pernod Ricard UK is a member of The Portman Group - encouraging responsible drinking. www.jacobscreek.com.au​

Key Messages​

• Increasing promotional activity will encourage consumers to drink wine
• The most popular consumer promotion is: "Buy 2x 250ml glasses and get the rest of the bottle free!"
• Research shows consumers are interested in food and wine promotions therefore things like meal deals represent an excellent opportunity for increasing wine sales
• Over 60% of wine in the off trade is sold on promotion yet surprisingly 43% of publicans have never promoted wine

Free Rugby World Cup 2003® visibility kits​

If you would like to receive a special Jacob's Creek, official wine supplier of the Rugby World Cup 2003®, visibility kit, or learn more about Jacob's Creek in pubs and bars, call this freephone number now: 0800 376 5550 (8am - 6pm). The first 100 callers will each receive Jacob's Creek posters, show cards, bunting, order of play and table talkers.