Spar is celebrating the success of its second consecutive Wine Festival promotion, which saw sales grow by 11% compared to 2010. Sales of promotional wines increased by 38% during the same period, driving sales of all Spar branded wines up by 18.5%, the retailer said.
The promotion, which ran from 28 April to 8 June 2011, included discounts of at least 25% across a range of more than 50 French and Australian wines – from leading brands to Spar own label.
Five of the 10 best selling wines were Spar own label wines; and stars of the Festival were Spar Australian Shiraz Cabernet, Spar Australian Chardonnay Semillon and Spar Australian Reserve Chardonnay, Spar said.
Spar’s licensed trading director Chris Lewis, said: “We introduced the Wine Festival in 2010 with the aim of increasing Spar’s wine market share and to encourage shoppers to try Spar wines.
“It was also a great opportunity to establish Spar’s reputation as a retailer that sells excellent quality wines at good value, helping to improve consumer price and quality perceptions of the Spar wine range,” he said.
The Wine Festival was rolled out across Spar’s 2,100 licensed stores and featured wines from Spar’s range of own label products, including Marquis Belrive Champagne, Spar Chablis, and Spar Australian Reserve Chardonnay.
The promotion had extensive marketing support including consumer press advertising, POS material, in-store tastings and PR.
“We really do believe we have something for everyone, regardless of preference, and it is fantastic to see such great results in our stores,” said Lewis.
Spar said it will release details of the award-winning wines, which will be on offer in Spar stores over the Christmas period shortly.