The new look, which plays on the supermarket’s heritage as a wine importer, contributed to an increase in sales of 4.3% over the Christmas period.
The rebranded 50cl Vintage Port was the best performing redesigned product, smashing last year’s sales of the 75cl bottle, with a volume sales increase of 440%.
The second largest growth in the category was in the more premium wines, such as Chablis, which increased by 162%, Rioja by 147% and the Bordeaux Rouge by 46%.
Smith&+Village elevated the range by using the high-end supermarket’s crest on the front of the label, together with its original name EH Booths & Co, to reflect its history as a wine importer and create own label packaging which customers would be proud of.
Smith&+Village’s strategy to boost sales was to stop customers thinking of Booths’ offering as supermarket wine, and reposition the retailer as a wine merchant. The…