Concha y Toro UK, suppliers of leading wine brands Casillero del Diablo, Trivento, Cono Sur and Isla Negra, have launched a loyalty-based platform for wholesale and impulse retail.
WineWise aims to reward retailers who invest time and effort into making their wine fixture work as hard as possible for them.
WineWise Rewards is a retailer loyalty scheme where shop owners and managers have the chance to earn up to £150 per year in wholesale vouchers by stocking up on a range of bestselling wines.
Retailers simply register online, and scan wholesale receipts with their smartphones to earn points towards vouchers which can then be redeemed at a chosen wholesaler up to £150 per year. The drive to recruit retailers has been supported by in-store callage campaigns during 2021.
“We have seen huge growth in wine sales in the impulse sector – some of the biggest growth in recent months, and the channel is still growing at 9.9%, even lapping the first lockdown at the start of the pandemic,” said Peter Neville from Concha y Toro UK. “But retailers are telling us that they still find the category quite complicated and want to know which are the essential wines to stock, and how best to merchandise them. We have taken our WineWise category advice platform and built in a loyalty scheme as further incentive for retailers to get involved.”
Chris Heslop from Sidmouth Self Serve, one of the scheme’s earliest adopters, says:
“I joined Wine Wise Rewards as I already stock Casillero del Diablo and Isla Negra. Now I’ve extended my range to include the Trivento wines which are selling well, a lot more that in the past. I’ve been collecting the vouchers gained which I’ll use on future wine purchases. All in all, it seems a well designed scheme which will help retailers be more profitable with their wine sales.”
To sign up for the scheme, and learn how to make their wine fixture work for them, retailers should visit wine-wise.co.uk.
There they can discover which wines to stock, which price points are the most popular with shoppers, and how to merchandise them most effectively.
