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Virgin Wines looks to get even closer to its customers

Published:  04 July, 2013

Consumer engagement will be the main focus for Virgin Wines in the coming year, according to wine buyer, Andrew Baker, speaking at this week's Virgin Wines press tasting.


Consumer engagement will be the main focus for Virgin Wines in the coming year, according to wine buyer, Andrew Baker, speaking at this week's Virgin Wines tasting.

 

The next 12 months will see a step up in the number of consumer events the online retailer holds. "Tastings are the best route to market," said managing director Jay Wright.


Thirty-five UK consumer tasting events in the lsst year give "validation to insights" said Baker. Its London event at the Waldorf Hotel, for example, received up to 1,500 customers, giving Virgin Wines invaluable consumer data as well as the chance to hear first hand what their customers think of their wines. The challenge is still "getting new customers through the door," confirmed Baker.


Those that do seem to like what they see with "some customers visiting five different locations" to attend Virgin Wine Fairs, added Baker.

 

Virgin Wines, a subsidiary of Direct Wines, now has a £40m UK turnover. Its 2013 summer press tasting at the London Palladium in Argyll Street, W1 showcased The Summer Discovery Club Selection and Summer First Class Discovery Club Selection, Customer Favourites and New Releases. Top picks from each case were:

 

Discovery Club Selection: The 'Club' quarterly mixed cases are the staple of Virgin Wines' offer. Aiming to 'make wine buying simple', there are currently 41,000 subscribers.

 

Campo Bonito, Sauvignon Moscatel 2012, £9.99, 12.5% ABV. Castilla y Leon delivers good value Spanish wines. The pretty label is appropriate, especially for the girls get-together market.

 

First Class Discovery Club Selection: For those happy to trade up to £8.33 average bottle price, "old favourites" are mixed with new wines from "great winemakers".

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