Independent retailers should, above all, offer chilled wine. A hefty 65% of wine is bought
within four hours and
stocking white wine in a chiller increases sales by up to 20%.
The main impetus to lager sales is, of course, chilled lager. As ever, stock brand leaders, but also have something different, maybe authentic. T here is real credibility in offering provenance within brands. Imagine a consumer's delight when they see a bottle of chilled lager that they enjoyed on holiday in their local independent retailer. They are likely to say, 'I drank that on the beach' or 'I saw that in the hypermarket in Spain'. Creating that shopping experience can only add to our competitive advantage versus the grocery multiples."
senior client manager, Nielsen
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