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Lanchester Wines


Don’t Make a Pour Decision This Christmas


Mark Roberts is Head of Sales at Lanchester Wines:


The best tip for any operator is


to plan, plan, plan as much as possible and as early as possible. You may think September is too soon to start promoting your Christmas offering, but your customers will soon be bombarded with festive offerings and you want yours to stay front of mind.


We’ve seen national operators advertising as soon as June and are already actively taking bookings which not only helps the operator plan, but it also helps the consumer spread the cost of Christmas.


Like most wine merchants,


our Christmas planning starts in January, sometimes earlier. We’re constantly tracking consumer trends both in wine styles and label designs to make sure we’re able to offer you the wines your customers want to buy in the format and style they like them to be presented in – we could offer you the best wine in the world at the most competitive price, but if the label isn’t right then it simply won’t sell. But equally, if the label’s great but the wine’s poor you won’t sell a second bottle.


Christmas ranges need to focus on the big sellers, for example the super varietals of Sauvignon Blanc, Malbec, Shiraz. But, also there needs to be a nod towards the festive period, so think not only food that pairs with the Christmas meal, but also celebratory drinks for Christmas parties. Here, Prosecco will always be a favourite, so perhaps think about not just sales by the glass or bottle but perhaps incorporating into a cocktail to upsell.


24 SEPTEMBER 2018 WWW.VENUE-INSIGHT.COM


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