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Published:  23 July, 2008

Leading international wine brand Stowells is kicking off an industry first with branded wine bays in 120 Somerfield stores across the UK, designed to maximise Stowells' in-store presence. Clare Griffiths, marketing controller for wine at Constellation Europe, said, The Stowells Taste the World merchandising units are an innovative and impactful way to communicate the brand's Taste the World USP at store level and highlight the diversity of the Stowells range.' The design of the branded bays features colourful imagery from the nine countries represented in the Stowells range. They are also illuminated, with a side profile designed to look like the outline of a wine glass, and will feature 27 products from the range in three different pack formats: 25cl, 75cl and a 3l wine box. The bays are seen by Constellation as a means of giving added-value' promotional weight to the brand, and therefore avoiding deep price promotion. As Harpers went to press, Constellation could not confirm whether the bays would be rolled out in other retailers later in the year. Upmarket multiple Waitrose is looking to promote sensible drinking with its latest POS material. The Bracknell-based chain is introducing shelf-barkers in its wine and spirits departments detailing the unit contents of popular beverages and informing customers of the Government's guidelines on sensible drinking. Waitrose has also teamed up with Alcohol in Moderation (AIM) to sponsor the lobby group's website, which has been considerably updated' in the last couple of months, according to a spokesperson.