Subscriber login Close [x]
remember me
You are not logged in.

Threshers reviews advertising to fight supermarkets

Published:  23 July, 2008

UK: Off-license retailer Threshers has called for a review of its 2million advertising business as part of a move to fend off competition from the supermarkets.

It is understood that the UK's largest off-license chain with over 2000 outlets across its Threshers, Wine Rack, The Local and Haddows brands, is in the early stages of a review, and has contacted a number of undisclosed agencies.

The review is thought to be for the Threshers brand, but could be extended to include the group's sister brands.

The retailer is believed to have previously used agencies on a project basis for all its brands. Poulters in Leeds previously worked on a project basis for its sister brand Wine Rack.

The off-license sector has become increasingly competitive in recent years, as the giant supermarket groups have ramped up their offering.

It is keen to claw back market share from the supermarkets that currently have around 66% of the market.

Threshers has already launched a number of initiatives, including a wine club called On Taste, which it unveiled in November 2006.

Last Christmas the alcohol retailer hit the headlines when a 40% online discount scheme, designed for staff and their families, backfired when the voucher was posted on websites and blogs. The alcohol retailer subsequently saw a 60% uplift in sales.