barware - cellardine CellarDine bolsters barware offering
Anjali Sooknanan spoke to Peter Dunne, founder and managing director at CellarDine, about the business’ barware offering as it looks ahead to 2023.
gifts. We are also finding that consumers are looking to collectable buy, for example they will purchase a Rouge 02 by the glass wine breather together with a wine saver. This story is applicable both online and instore. For 2023 I don’t see this trend changing too much however the cocktail category and gift sets with glasses seem to be on the increase.
Anjali Sooknanan: What is your role at CellarDine? Can you tell us about your background in the industry? Peter Dunne: I have been in the industry for 34 years. I was previously involved in the VacuVin business for 10 years and then set up CellarDine 24 years ago, which was a start-up company with no products, brand or distribution. I started the company with a passion for developing something unique hence the creation of the original Therm au Rouge red wine sleeve; a patented product to take a cold bottle of red wine to the temperature in minutes. We also had some amazing coverage in the press, TV and on radio which really helped to kick-start the company, increase brand awareness and sales. My role is primarily to oversee the running of the business in terms of finance, distribution, legal and marketing, however I enjoy developing new products and continue to this day to get involved in staff training and demonstrations. I have a background in retail so this really helps.
AS: What are consumers looking for in their barware in 2022? What will be the top trends for the 2023? PD: This is a really interesting question and one that continues to evolve. Based on the feedback from the many Meet the Maker events that I undertake, the public are looking for quality and affordability. There is also a real desire for the public to know more about their wines. Aerating and breathing red wine is a hot topic and chilling warm whites using limited space is a must, thankfully we have created products to fill these gaps. With the cost-of- living crisis, whilst price will be a factor, the £10-£45 price point market is where the ‘pinch points’ will be catering for stocking fillers and
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AS: Tell me about your barware offering at CellarDine. What sets you apart? PD: Since we founded the company in 1998, we have always prided ourselves on providing unique innovation and products which are patented and original. For example, the Therm au Rouge red wine sleeve, CaddyO bottle chiller, ZapCap bottle opener, Rouge 02 wine breather and ChillCore, are not just patented and trademarked but also have a superb press and a strong social media following. In addition, we have created a range of traditional accessories to expand the collection to what we call ‘the complete wine story’ which involves reopening, serving, aeration, temperature and preservation. This is promoted both online and in store and encourages consumers to collectable buy to maximise sales. All products are in coordinated packaging and some products feature mini counter display units (CDU’s). We also offer a free-standing display unit promoting the core lines and best sellers, as well as selected dates for demonstration at the Meet the Maker events and staff training.
become very popular, the retailers and the public have been amazingly supportive, and the feedback to the range from consumers has been invaluable from a product development point of view. We also teamed up with Alchemy Wines several years ago where we co-created a Wine Tips booklet which breaks down the snobbery around the world of wine. I distribute the booklet out at the Meet the Maker events and the response has been superb. We also provide some unique promotions tailored to individual retailers when undertaking these events. Over the years stores such as JLP, Fenwick, Morley Group, Whisk Cooking in Dublin and a number of key independents have been tremendously supportive at the events. Stores such as Camp Hopson, Ely’s and Whisk Cooking always make me feel very welcome and as such are regulars on the CellarDine calendar.
AS: What are your consistent barware bestsellers? PD: It is our job to make our products best sellers, key lines include the ZapCap bottle opener, Rouge 02 wine breather, CaddyO bottle chiller, ChillCore and the Therm au Rouge red wine sleeve. They are all unique and original. They tell a great story off the page, online and in store, and are rarely purchased individually which helps to increase the basket spend.
AS: What is new for CellarDine in barware this year? PD: We invested in a brand-new website a short while ago to support our retail stockists via our social media platforms. We’ve also introduced a number of new gift sets and an England ZapCap combination set for the football World Cup.
AS: What additional support do you offer retailers alongside your barware ranges? PD: Having come from a retail background of merchandising and buying, I am very aware that sell through success is fundamental to repeat business and growth. To support our retailers in store we offer point of sale CDU’s, freestanding display units, staff training and in store demonstrations. I also personally undertake a number of select Meet the Maker events across the UK and abroad at key times of the year. The Meet the Maker events have
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AS: What would you say is CellarDine’s ‘ethos’ as a company, or its key aim for the customer experience? PD: I care very passionately about producing a good quality product that is innovative, stylish and functional, not just in the world of wine but in the case of home cooking and entertainment. The public’s desire to understand more about the wine they are drinking has increased so its key for me to help pass on any knowledge we can, and make sure the products we create help consumers get the very best from their wines.
AS: What were CellarDine’s highlights of 2022? Any particular successes or achievements? PD: We have further expanded our export market into Europe and captured some additional distribution in the US. We have
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twitter.com/Housewaresnews November/December 2022
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