Uncorking convenience sales for Vinarchy
Client
Vinarchy
Area
Trade
The Challenge
Wine company Vinarchy wanted to drive awareness of its new Wine Advantage platform within the convenience channel, showing retailers how partnering with Vinarchy could boost wine sales. The key objectives were to demonstrate the value of Vinarchy’s convenience category advice and support available through Wine Advantage. This would be delivered through real-world trials, recruiting relevant convenience retailers to participate and by amplifying the results through trade media.
Each store received pre, mid and post-trial check-ins, supported by internal field reps to reinforce best practice and gather feedback.
To keep communication seamless, we created a dedicated WhatsApp group for quick updates, questions, and retailer networking, keeping engagement high throughout the trial.
What we did
We planned and managed a live retail trial in partnership with Parfetts Cash & Carry and their Go Local symbol group. Working closely with seven leading retailers across the UK, we tested Wine Advantage in-store, tracking sales data, engagement and customer response.
With the category team from Vinarchy, we hit the road over a period of 12 weeks, refreshing wine bays, chillers and shelves with the new Wine Advantage identity and tracking real-time performance through EPOS data.
Impact
The data spoke for itself. Our trial delivered an impressive 9% increase in value sales, significantly outperforming the wider market, which saw a decline of 4%, highlighting the impact of a structured and shopper-friendly wine fixture in driving category growth.
Retailers saw increased wine sales, improved shelf visibility, and greater confidence in the category - all helping position Vinarchy as the go-to partner for convenience wine success.
Trade press
We hosted an exclusive trade media event at The Cross, London to unveil the results and celebrate the Wine Advantage launch.
Attendees enjoyed an afternoon of data, drinks and discussion, exploring the future of wine in convenience retail.
This was supported by a press release shared with key trade titles, further encouraging retailer sign-ups and awareness of Vinarchy’s position in the sector.
We also secured a post-event interview with C-Talk, allowing us to bring our key messages to life in an authentic and engaging way to a highly targeted audience of over 5k retailers across the country.
To complement our press office work and to further amplify the campaign, we delivered a mix of digital and print-focused advertising, strategically placed to maximise engagement and traffic to the Wine Advantage site.
