MERCHANDISING WINE AND FOOD
The old saying that the whole is greater than the sum of the parts holds true when discussing the merchandising of wine with food. The basic idea is that the proximity of the appropriate wine to a complementary food will help sales of both, and while it is not foolproof, most retailers who cross-merchandise wine and food report that it does, indeed, spur consumers to make larger purchases. Here are a few examples of some creative merchandising of wine with food.
 This sumptuous display (at a Fred Meyer store in Tigard, OR) highlights a bottle of Chateau Ste. Michelle at the center, reminding customers that wine is an important addition to upscale deli platters like these. |
 This rolling cart is perfect for easily positioning wines at various locations in a store. In this case, the light, fruity Arbor Mist wines are fronting a section of the deli department in a Safeway in Portland, OR. |
 Safeway used another interesting strategy for placing wines outside of the wine department. The wooden cases angled below the meat department are attractive and inviting. The display provides an easy wine-food connection for consumers who do not have the time — or the inclination — to visit the wine department. |
To All Retailers:
We have designated this page as a forum for retailers to share their merchandising, promotional and selling ideas with their colleagues across the country. We are interested in hearing about your best idea, whether it be an inventive shelf talker, an unusual endcap, a grandiose traffic-building display, a modest flier that has attracted extra business or any other selling strategy with which you have had success. Photos like these are preferred but not necessary. Please send correspondence and photos to Beverage Dynamics, 1180 Avenue of the Americas, New York, NY 10036. For questions, please call Richard Brandes at (212) 827-4713, or you can contact us through e-mail at rbrandes@aip.com.
