Treasury Wine Estates Launches Festive Gift Packs
03 Nov 2015 --- Treasury Wine Estates (TWE) is looking to drive sales across the grocery and impulse channels by targeting an untapped opportunity for ‘everyday gifting’ in the wine category.
The winemaker has launched premium gift packs for three of its key SKUs in its portfolio as retailers prepares for the busy Christmas trading period.
Penfolds Koonunga Hill Shiraz Cabernet gift packs are being rolled out in grocery, with listings confirmed in Tesco, Asda, Morrisons. Meanwhile, Wolf Blass Silver Label and Gold Label gift packs are being exclusively launched in the Impulse channel, with confirmed listings in Bargain Booze and Wine Rack as well as Landmark and Todays.
TWE insight has shown that consumers see wine as one of their favourite gifts to receive throughout the year – and especially during key gifting periods, like Christmas, Valentine’s Day and Father’s Day.
Shoppers however, require more motivation to purchase wine as a gift, for example through the availability of premium gift packs.
The value opportunity is also significant. The same insight shows that shoppers throughout the year spend 27% more on wine purchased as a gift than for their own consumption – further demonstrating the need to take advantage of the opportunities presented for wine in the “everyday gifting” space.
Dan Townsend, general manager UK and Western Europe, at TWE, says: “Gifting represents a huge opportunity for retailers all year round and especially at key times of year, like Christmas. Our research shows there is genuine interest from consumers in receiving wine as a gift – yet we simply don’t offer enough opportunities for shoppers to purchase wine as a quality gift.
“This is a significant untapped opportunity for retailers to drive sales and revenue. The new Penfolds Koonunga Hill and Wolf Blass gift packs will give retailers the perfect opportunity to go after the opportunity. They are premium wines presented in premium packaging that we are confident will drive incremental sales for our retail partners throughout the year – and especially at Christmas.”
