VIDEO: Supermarket wine aisles need to be edited
Supermarket wine aisles need an "editor" to remove 90% of what's on offer to make it easier for consumers to make a selection, according to a top brand consultant.
Supermarket wine aisles need an "editor" to remove 90% of what's on offer to make it easier for consumers to make a selection, according to a top brand consultant.
Andrew Marsden, FMCG marketing expert, told a crowd of the wine trade's heavy hitters, that consumers were faced with an "intimidating" array of wines, and that companies were using language that consumers don't understand.
Video report by Chris Roberts, former Sky News broadcaster and chief executive of InVision Communications.
Speaking at the Harpers and WineOption's recent consumer forum, Marsden said there was too much choice available, and that what was missing for consumers was "the role of an editor" who could make recommendations between 60 different types of Merlot, and become a "trusted" voice.
During the debate, he said wine aisles were boring and lacked theatre. He also said that the trade was failing on basic sales principles by not concentrating on the benefits of wine, instead focusing on features, such as country of origin, price and colour.
To read more about the event, see Harpers December 16 issue.
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