Paul Bond, Trading Manager at Parfetts Cash & Carry, explained: “The Wine of the Month promotion is intended to introduce and encourage our independent customers to try selling a broader range of wines, including premium brands. The featured wines are heavily discounted during the promotional period as an incentive to retailers to try these brands.
“We are finding that the reaction from customers is very good and that many who have been reluctant to sell such premium-priced ranges in the past are actually finding that there is a place for premium wine within their total offering.”
The Wine of the Month runs alongside Parfetts normal promotional calendar with a new brand selected every three weeks.
Parfetts is also looking at running similar activity for other specialist categories amongst the off licence section, including speciality beers and ciders.
Paul added: “We have an impressive range of imported beers and, with the current popularity the category is experiencing amongst consumers, it is an area that our retailers could succeed in. Our aim is to help break down the vast array of products available and allow our customers to make informed choices and try different brands. We are looking at a similar concept for the growing cider market also.”
This activity is running across all Parfetts’ depots and interested retailers should ask in-depot for details.