Lidl's wine sales in the UK have have increased in value by 37% year-on-year, despite a slow down in growth in recent years.
Anna Krettmann, the discounter's wine buyer, told The DrinksBusiness.com that its wine promotions have been key to returning growth. The retailer has also increased the number of ‘Wine Cellar’ events it holds, ensured a smoother supply across the year, and sought to tap into consumer trends.
More Variety
“It has been easier to plan to ensure variety and different wines on show,” she commented.
“Towards the end of a 12 week cycle, there were more wines we had to double-face [filling in the gaps on shelf with another product to create the look of a perfectly stocked bay] or we’d run out, but the promotion team have done a good job at [smoothing out demand].
“We only have a limited space and the core range comprises wines that people know and expect, so this allows us to have variety throughout the year and give more space, so it’s worked very well."
Earlier this summer, Lidl UK added 15 Hungarian wines to its drinks offering.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.
