Booths rethinks its prices with new sampling strategy

By Carol Emmas, Emily Kearns

Published: 10 October, 2013

Booths can't compete with other supermarkets in wine retail so has moved to give its wine department a more independent merchant style and price point range, according to its wine and spirits buyer Andy Green.

Green told Harpers that it has trimmed the range and dispensed with any duplications in a bid to encompass a "less is more" philosophy as it looks towards getting consumers to trade up through its 64-bottle sampler at its Knutsford store, which includes wines from £5.39-£39.99.

"We can't compete with other supermarkets, so we're not going to try," said Green. "We have been moving towards giving our stores a more independent feel for a while and we hope the new sampler will encourage consumers to trade up because it demystifies wine. We have had it operational since Friday and we've already seen consumers trading up from the £7-£8 price point to £14-£15. People are much more willing to part with their money if they can taste the wines first."

Green's comments come on the back of the launch of its BIG Wine Event yesterday and as it becomes the first supermarket to trial the By The Glass wine dispenser in its Knutsford store in a bid to move consumers away from cut-price wines.

The By The Glass machine comes under the supermarket's five-year plan and Green estimates it will take four to five years before it pays for itself. It will be conducting research from the launch and, if successful, it will be rolled out to other stores. It will also be used for themed food and wine matching in-store consumer tastings.

Its BIG Wine Event runs from October 9 - November 5 across all stores and includes parcels of Robert Parker Point wines rated 90+/100, including Château Palmer 1996, 2001 and 2004; Château Léoville Las Cases 2001; Château Cos d'Estournel 1996 and 2008; Sassicaia 2009 from Tuscany; Châteauneuf du Pape Beaucastel 2008; and the legendary Henschke Hill of Grace 2005 Shiraz from Australia. In addition in its Knutsford store customers can taste 64 wines for free from the By The Glass machine.

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