Foodservice supplier Bidvest 3663 and its specialist drinks division ViVAS has launched a new ‘Wine of the Month' promotion to help customers improve their wine sales.
From September 2014, customers will be offered two selected wines at a special price, calculated to offer the licensee up to 60% gross profit. The promotion kicks off with El Muro Blanco and El Muro Tinto from Spain as wines of the month this September followed by Furious Boar Chardonnay and Zinfandel Rose from the USA in October and El Colectivo Shiraz Malbec and Chardonnay Torrontes from Argentina in November.
Matt Towe, ViVAS trade marketing manager, said: "Wine of the Month and other similar promotions are proven mechanics to get customers excited about new menu items. It's also a great way to remove confusion with wine, especially when it is offered along with complementary food.
"By positioning wine as a limited edition or special offer, customers are encouraged to try wine they wouldn't normally ask for. Operators can use this as a barometer of what new wines they could introduce on a permanent basis.
A ‘Wine of the Month' marketing kit is also available which includes a branded chalkboard to promote each new wine, bottle hangers to showcase the bottles on the back bar and branded menu toppers.