Booths to move away from promo-led deals
Booths is to move away from promotionally-led offers in 2013 to give its wine and spirits offering a more independent feel, according to its wines and spirits buyer Andy Green.
The former Oddbins wholesale account manager, who has been with Booths Supermarkets for 15 months, said he has stuck hard and fast to the independent philosophy he learned at the retail chain.
Green explained Booths is currently running a "slow lane and fast lane" philosophy by bringing quality in and giving a more personal service like an independent, at the same time it still has to compete with other multiples and supermarkets on pricing.
However it has recently given its stores an upmarket village feel through a more "sophisticated" rebranding and it's philosophy for 2013 will take that further by engaging across the board with the consumer and give an increased emphasis on quality.
"Because we're only a small multiple and not as big as the supermarket chains, it means we have the freedom to bring in more original wines from different terriors and with more indigenous grape varieties and small parcels for our consumers. We want to move further away from the fast lane promo deals."
The idea will be to run a lot more in-house wine tastings plus bring in winemakers and suppliers for events as well as making food and wine offerings more complementary.