Tips for marketing wine by Vivas
Most people don't make a decision about what they are going to drink until they get to the bar, so make sure that your wine offering is clearly visible in an impactful display with clear pricing. Placing tent cards and table-talkers around the venue is another way to signpost your offering by the glass and is a great tool for advertising promotions.
Eyeline is buy-line Ensure that merchandising "hotspots" (high traffic areas) are utilised to your advantage. Wine is often forgotten when it comes to back-bar merchandising - if it's not on display, it's not going to sell!
â- The beauty of blocking
Try to avoid single facings of wine. Wines with attractive contemporary labels, as well as traditional "Old World"-style labelling, work best when grouped together in blocks of three or four to create impact.
â- Chalkboards
One of the simplest and most cost-effective ways of highlighting your wine offer is to utilise chalkboards. Again, if customers don't know what you have, how is it going to sell!
â- Point of sale
Link wines to your food menu by chalkboards or tent cards. If you make it easy for a customer to make a purchasing decision, the chances are they might actually buy. Your wine supplier will be only too keen to assist you in this area. If they don't, perhaps it's time for a change.
â- Clear pricing
Make sure your displays and chalkboards highlight prices. If a customer doesn't know the price of a wine, they are unlikely to buy.
