My View: We must move from volume to quality-led strategy
In the current economic climate, supermarkets are battling for market share. Despite their efforts to help curb binge-drinking, in practice they will continue to implement very aggressive promotional programmes which will have a far greater impact on consumption.
So what would a quality-led strategy look like? One where revenue increases through value growth; where gondola-ends of discounts are replaced by quality indicators such as medals, press mentions and seasonal selections; and where the story of a product is told and drinks are sold on their attributes, not just their price.
A quality-led approach could be win-win, bringing with it savings in transport and distribution costs, packaging waste and carbon emissions. I'm sure most wine buyers would much prefer it, but their number one priority now is to deliver against targets over which they may have little influence.
Susan McCraith MW is managing director of www.ethicalwine.com
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