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Stowells launch wine Tool-kit

Constellation Europe's flagship on-trade brand, Stowells has launched a new initiative in the form of a " Stowells Tool-kit," in a bid to grow on-trade volume and boost confidence.

Every pub and club that stocks the brand will receive a quarterly Tool-kit that aims to help licensees maximise wine sales and improve wine knowledge.

The kit comprises of a newsletter and calendar to provide help with ranging and selecting Stowells wines, give merchandising and category advice and tips on maximising wine opportunities with key dates for wine sales along with ideas for occasions and promotions. Information on serving and storing as well as licensee testimonials and competitions is also included.

The newsletter will further focus on a different region 'around the world' with the aim to communicate Stowells' brand identity and run a section on food and wine pairing for outlets to communicate to customers ordering meals.

In order to help further maximise sales, licensees will be given the opportunity to order empty belly posters and table talkers to display in outlets in order to promote seasonal wine deals of their choice.

The first free flexible sales kit will be branded 'Summer BBQ' and 'Stowells Meal Deal' and will give licensees the option to run a meal deal, a BBQ promotion or perhaps both.

Clare Griffiths, vice president European consumer marketing, said: "With over 8,000 distribution points, Stowells has the enviable position of being the No. 1 UK on-trade brand by a considerable margin and therefore can comfortably claim to be the authority on wine for the on-trade.

"This initiative will help increase licensees' wine knowledge, which will in turn help sales. It will also deliver occasion opportunities and promotional activity to drive additional volume to benefit all our on-trade customers."

The new Stowells website www.aroundtheworldwithstowells.com will be launched simultaneously to the Toolkit in July.

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