Wine Retailer of the Year Booths can teach a thing or two to independents seeking to compete with multiples on wine
Booths Supermarkets now has a terrific marketing platform on which to build its wine business after a shake-up that should strike a happy note with independents everywhere.
The family-owned chain, based in Preston, grabbed the Wine Retailer of the Year title at the International Wine Challenge, taking the crown from under the noses of the multiples at one of the best known events in the wine trade calendar.
Booths wine and spirits buyer Sally Holloway says: "It is always surprising to win an award, but it is rewarding to receive national recognition. The trade has been very supportive with genuine acknowledgment and good wishes.
"Winning the award is a valuable marketing platform which allows us to build on the company's existing performance as well as being a great morale boost for all our staff."
Out of the bigger players in the market, Holloway says she would place Oddbins in second place. It has taken the title 12 times in the award's 15-year history. This year it was left out in the cold along with previous winner Waitrose, which lost out to Sainsbury in the best supermarket wine retailer category.
Holloway believes Booths' strengths lie in its stock. "Booths likes to offer a good representative range from most regions. Our strengths lie in European wines, particularly those from smaller, more individual producers not usually seen in supermarkets.
"We have successfully articulated the range to our customers in a consumer friendly manner with well-informed staff, store tastings, a large consumer wine fair, and informative PoS material.
Despite its success, the chain is already working on areas of the business it wants to change in the coming year. Holloway says: "We would hope never to be complacent because this is such a fast-moving and competitive sector. We need to monitor the market and competitors. We'd like to expand on the success of our wine fair and focus on the links between food and drink."
Holloway has earmarked countries which she feels could be winners in the long term.Argentina, Spain (outside its traditionally well known areas), eastern Europe, Portugal and South Africa are on her hit list.
And she advises other independents to find their individual strengths to compete with the multiples. "It is important to recognise your strengths, such as personal service, the ability to have dynamic, fast-moving and innovative ranges, and to dare to take risks."
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Booths Supermarkets now has a terrific marketing platform on which to build its wine business after a shake-up that should strike a happy note with independents everywhere.
The family-owned chain, based in Preston, grabbed the Wine Retailer of the Year title at the International Wine Challenge, taking the crown from under the noses of the multiples at one of the best known events in the wine trade calendar.
Booths wine and spirits buyer Sally Holloway says: "It is always surprising to win an award, but it is rewarding to receive national recognition. The trade has been very supportive with genuine acknowledgment and good wishes.
"Winning the award is a valuable marketing platform which allows us to build on the company's existing performance as well as being a great morale boost for all our staff."
Out of the bigger players in the market, Holloway says she would place Oddbins in second place. It has taken the title 12 times in the award's 15-year history. This year it was left out in the cold along with previous winner Waitrose, which lost out to Sainsbury in the best supermarket wine retailer category.
Holloway believes Booths' strengths lie in its stock. "Booths likes to offer a good representative range from most regions. Our strengths lie in European wines, particularly those from smaller, more individual producers not usually seen in supermarkets.
"We have successfully articulated the range to our customers in a consumer friendly manner with well-informed staff, store tastings, a large consumer wine fair, and informative PoS material.
Despite its success, the chain is already working on areas of the business it wants to change in the coming year. Holloway says: "We would hope never to be complacent because this is such a fast-moving and competitive sector. We need to monitor the market and competitors. We'd like to expand on the success of our wine fair and focus on the links between food and drink."
Holloway has earmarked countries which she feels could be winners in the long term.Argentina, Spain (outside its traditionally well known areas), eastern Europe, Portugal and South Africa are on her hit list.
And she advises other independents to find their individual strengths to compete with the multiples. "It is important to recognise your strengths, such as personal service, the ability to have dynamic, fast-moving and innovative ranges, and to dare to take risks."
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