Dramatic increases in wine sales by independents who had adopted the Federation of Wholesale Distributors' Blueprint for Wine were reported at the organisation's Drinksummit conference. Graham Shelley, md of Integrated Marketing and Advertising which is implementing the scheme, said: "The Blueprint has become synonymous with good business advice to retailers." He reported one retailer's wine sales were up 37% within six weeks of remerchandising his shelves. "We are at an early stage with wine and it is built on the success of the Beer Blueprint, but retailers who have tried it realise it does work." He said so far 95 retailers have been remerchandised, and there had been an unprecedented response from independents interested in the scheme. The target for his team this year would be to make 1,000 calls on the trade. One of the first to take on the disciplines of the wine Blueprint was Kent independent Phil Brown. As reported briefly last week, in a hardhitting speech to the conference he outlined the problems he had faced, but added: "It may encourage sponsors to hear that one branded wine I had never stocked before, and was only added to fulfil the Blueprint Plan, sold 110 bottles over the Easter period." During the aggressively priced Easter promotion, Brown's wine sales were up 31% in volume and 37% in value over the same period in 2000. And he kept the average price at £4 and above. Brown urged the industry to demonstrate its commitment to the sector: "Give us this support and add it to the many positive aspects of the Blueprint, and I believe I will have a formula for continued growth and ultimate success. "I have to believe the government, major suppliers and wholesalers will see businesses like mine as vital in sustaining rural life in Britain. I trust they will work in partnership with us rather than doing anything to disadvantage us." {{NEWS }}

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