LET’S REDEFINE WINE FOR TODAY'S CONSUMERS

Welcome to Vintelligence, the new category growth strategy by Vinarchy.

It’s out with the snobbery and in with an occasion-led approach that puts the consumer first.

Which means happier shoppers. And more wine sales for you too.

01

WINE IS IN LONG TERM DECLINE

Volumes are falling, consumers are drinking less wine than they did ten years ago.

As choice for alcoholic and non-alcoholic drinks has exploded, wine is losing relevance to today’s consumer in their drinking occasions.

We need to make wine more relevant and easier to choose by linking it to the occasions consumers really care about.

Wine has to change.

VOLUME
DECLINE ¹

18%

Has cost £2.6bn in lost opportunity.

LOST
OCCASIONS ²

50%

Wine is now not considered in half of social occasions.

HARDEST
TO SHOP ³

#1

Shoppers find the wine category confusing, hard to choose and risky to try.

02

IGNITING GROWTH IN WINE

OPPORTUNITY £1.4BN ⁴

HOW WILL WE DO IT?

A group of diverse people celebrating around a dinner table, raising glasses for a toast, with a woman standing and smiling, in a warmly lit room.

1

DISRUPT TO WIN

Disrupt the category through fun and approachable drinks, formats and experiences, to meet the changing needs of drinkers.

A diverse group of people, including children and adults, gathered around a table enjoying a festive meal. The table is filled with food such as turkey, fruits, and drinks. The room has warm lighting, curtains, and decorations, creating a cozy atmosphere for a celebration or family gathering.

2

UNLOCK OCCASIONS

Drive relevance and expand occasions with irresistible and unmissable brands.

Group of friends sitting at a table enjoying pizza, drinks, and snacks at a party or gathering in a decorated room with patterned wallpaper and framed mirror.

03

MAKING WINE RELEVANT

At the core of Vintelligence are four category drivers, each one linked to occasions and motivations where wine has an opportunity to play a bigger role.

04

LET’S MAKE CHOOSING WINE…

CHANNEL 1 GROCERY

Shopping the wine aisle is complex, confusing and time consuming. So let’s make it easier to shop by making it simple to choose.

WE CAN DO THIS BY:

SIMPLE NAVIGATION

CLEAR PRICE TIERS

OUT OF AISLE SHOPPER TASTINGS

OCCASION TRIGGERS

SEASONAL AND EVENT ACTIVATIONS

NEW SERVES / NEW FORMATS

CROSS CATEGORY MERCHANDISING & BASKET DEALS

TRADE UP AND GIFTING INSPIRATION

CHANNEL 2 CONVENIENCE

Let's persuade people to choose wine for more occasions, whether that's on impulse, during a routine stock-up or trading up for a special moment.

WE CAN DO THIS BY:

SIMPLE NAVIGATION

BEACON BRANDING

GRAB AND GO NOW IDEAS

RIGHT PRICE FOR NOW

OCCASION TRIGGERS

CHILLED FORMATS FOR ON THE GO OCCASIONS

MEAL FOR TONIGHT OFFERS AND PAIRING SUGGESTIONS

TRADE UP AND GIFTING INSPIRATIONS

CHANNEL 3 ON-TRADE

When people are out they want social experiences that feel special. So let's create drinks that inspire them to explore new wine options or trade up for that little bit extra.