Booths booze revamp reaps reward

7th February, 2017 by Arabella Mileham

Northern grocery chain Booths has reported a 4.3% boost to its wine sales following a revamp of its own label last year.

The retailer said there was triple-figure sales uplift for its premium own range Chablis, up 162%, Rioja Reserva, up 147% and Bordeaux Rouge, which rose 46%.

The range was developed by brand design consultancy Smith&+Village, who wanted to beat the “stigma” of putting supermarket own-brand wine on the table at a dinner party and boost sales by stopping customers thinking of Booths’ offering as supermarket wine. The plan was to use Booth’s heritage as a wine merchant to “create the kind of bottle customers would want to display on the dinner table,” Smith &+Village said.

“Whatever supermarkets do to counter it, there is still some stigma in customers’ minds about putting supermarket wine on the table at a dinner party, ’Richard Village of Smith&+Village, explained.

“We’ve got around that by playing on Booths’ heritage as a wine merchant. They have imported wine since 1870 and for the most part work with smaller, independent wine makers who are often family businesses like them. Playing with this and putting the brand mark centre stage on the front of the bottle makes it exude confidence,” he said.

Wine Buyer Victoria Di Muccio said the aim of the branded range was to offer customers a selection of “world class wines from renowned producers” at great value. “We want our wines to over deliver for our customers, and the Christmas sales increases, particularly at the premium end of the range indicate an improved customer perception of wines,” she said.

Di Muccio, who revamped the Spanish and Italian wines last summer , as well as boosting the English wine range, highlighted the close relationship developed with long-standing and new suppliers to develop the blends, pointing to the new Booths Chianti from Alberto Antonini, and Booths’ Rioja Crianza and Reservas which come from from La Rioja Alta S.A. “one of the benchmarks for traditionally produced Rioja”, she noted.

Di Muccio also said there were “ambitious plans to further expand and improve the range further in 2017”. The retailer has previously talked about extending its own-brand wines, which currently number around 30-lines and concentrates on Old World wines, into the New World.

Booths also highlighted its best-performing revamped line, the Booths Finest Vintage Port, from Quinta de la Rosa, which saw a 440% increase in sales after being released as a 50cl bottle, instead of a 75cl bottle. Overall port sales rose 12%, it added.

The retailer also reported strong fizz sales, with Champagne up 28%, craft ales up 29% and artisan gin, growing 30% on last year. The BWS category outperformed its overall sales growth, which rose 1.8%.

One Response to “Booths booze revamp reaps reward”

  1. Simon Tame says:

    Hmmm, interesting about-face by Smith&+Village following their original range-wide design guidelines for Booths in 2012, which insisted on the use of illustration for each line. We were involved in the implementation of these guidelines across all wines and at the time, questioned the restrictive nature of using illustration and proposed the use of the Booths lion crest, original company wording and wine merchant heritage elements as, in our experience we believed these were far more relevant to the wine sector. I recall our proposals were arrogantly dismissed by Smith&+Village, despite dare! having a far superior knowledge of the wine & spirit sector. Looks like the consumer agreed with us after all…

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

Purchasing and Sales (Wine Trader)

JF Tobias
London, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Cambridge / Peterborough / Bedfordshire, UK

Brand Marketing Manager

ATOM Supplies Ltd
Tunbridge Wells, UK

Senior On-Trade Sales Manager, London

Nyetimber
Central London, UK

Trade Marketing Manager - On Trade & Events

Lanson International UK
London, UK

Maverick Drinks Portfolio Ambassador to the North

Maverick Drinks
North West England, UK

Key Account Manager – Wine – On Trade – Dubai

Vantage Hospitality - Dubai
Dubai, UAE

Brand Ambassador European Markets

Bodegas Torres
Spain

Customer Service Executive

Speciality Brands Ltd
London, UK

The Global Merlot Masters 2017

Deadline : 31st March 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more