With the festive season almost upon us, gift-with-purchase activity is heating up in the off-premise market as suppliers look to maximise retail growth.
Barossa-based wine producer Grant Burge has introduced Buy a Burge, Gift a Burge - a limited-time promotion offering consumers who purchase a bottle of Grant Burge the opportunity to gift a second bottle to someone special.
Drinks Trade asked Andrew Stark, General Manager – Marketing & Category ANZP, Accolade Wines, for the lowdown on the latest trends in the off-premise and what's driving retail growth.
Have you noticed any trends in off-premise marketing?
Retailers are always looking for ways to add value beyond price to their customers. The desire for promotions remains strong with nine in 10 consumers indicating they will seek out promotions before purchasing.
Customers are drawn to promotions that are easy to enter, offer an immediate return or provide immediate tangible value and relevance [Promo Track 2019].
The 'Buy a Burge, Gift a Burge' promotion ticks all the boxes – it’s simple to redeem and gift a bottle to someone special, and the compelling ‘buy one gift one’ model demonstrates terrific value.
What wine varietals boom most for Grant Burge in the lead up to the festive season?
The festive season is when Grant Burge Premium Sparkling sales boom – especially Grant Burge Pinot Noir Chardonnay. There is also a marked shift to premium red wine at Christmas as people look for the perfect gift, which is when Grant Burge Wines of Distinction and Vigneron Range increase in sales. Our biggest products during the Christmas period are Grant Burge Hillcot Merlot, Grant Burge Miamba Shiraz and Grant Burge Filsell Shiraz.
Is there a significant uplift in sparkling sales for the brand in the lead up to Christmas?
The festive period is certainly the time when we see Grant Burge Sparkling wines shine. Last November and December accounted for one third of our annual premium sparkling wine sales. In the week leading up to Christmas, we also accounted for 25% of our premium sparkling wine sales for the entire year.
Do you think consumers are becoming more receptive to Australian sparkling wines as opposed to Champagne?
Consumers are definitely becoming more receptive to Australian sparkling wines. There are more bottles of premium domestic sparkling wine ($15+) sold in Australia than Champagne. In fact, the Premium Australian Sparkling wine is growing by 5.5% MAT vs Champagne which is in decline -4.7% as people discover the amazing sparkling wines that Australia is producing.
Has there being significant retail growth in the sparkling rose category?
Sparkling Rose is growing by 8.3% in value MAT which is well above the total wine category growth of 1.2%. It is Premium Sparkling Rose ($15+) which is driving the growth +26% vs LY in value. [Source: IRI MarketEdge Australia Liquor Weighted MAT 29/9/19.]
What is it about the Grant Burge brand that inspires loyalty among wine lovers?
Grant Burge inspires loyalty not only through our reputation as an iconic winery from the Barossa but through our winemaking commitment to quality and consistency. Grant Burge doesn’t only offer premium red wines, but also premium sparkling, fortifieds and white wines. With such a broad range, there is a wine for everyone in the portfolio.
The following Grant Burge ranges are included in the Buy One. Gift One promotion:
• Sparkling Wine – Premium Cuvee, Pinot Noir Chardonnay and Pinot Noir Chardonnay Rosé
• Vigneron Collection – Miamba Shiraz, Hillcot Merlot, Cameron Vale Cabernet Sauvignon
• 5th Generation – Shiraz, Cabernet Merlot, Merlot, Chardonnay, Pinot Gris
• Wines of Distinction – Holy Trinity Grenache Shiraz Mourvedre, Filsell Shiraz • Barossa Ink - Shiraz, Cabernet Sauvignon
The Buy a Burge, Gift a Burge consumer promotion runs from November 13 to December 3, 2019 and will be available in BWS, Liquorland and First Choice stores nationally (excluding the Northern Territory). Gift recipients have until December 15 2019 to redeem their gift bottle of Grant Burge wine.
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