WeeklySA_AdminSELECTION: Wine shoppers choose best when white, rosé, and red wines are grouped together on the shelf by their hue, according to a new report…
By Katja Apelt
In times of declining wine consumption, one question is becoming increasingly important, especially in the supermarket retail channel: How can shoppers be encouraged to put a bottle – or even several – bottles of wine into their carts? And perhaps not just from the lowest price category?
Germany’s sparkling wine market leader, Rotkäppchen-Mumm Sektkellereien, investigated consumer wine buying in its own study and offered a number of recommendations and insights for retailers.
“The better customers can navigate the selection, the more they buy and the more readily they do so,” says Claudia Burgdorf, head of corporate consumer and market knowledge at Rotkäppchen-Mumm.
Accordingly, the proper arrangement of wines on the shelf is one of the most critical factors for a successful wine purchase. In short: The wine must appeal to the customer, not just the retailer or consultant. But what factors need to be considered?
“The better customers can navigate the selection, the more they buy and the more readily they do so. Clarity and orientation aids are important, because the sheer variety on the wine shelf can quickly become overwhelming, depending on the customer’s wine knowledge,” says Burgdorf.
According to the study, simple, easy-to-understand taste descriptions on the shelf, suitable food pairing recommendations, and information about the grape variety, its characteristics, and the country of origin could help persuade customers. Such specific details are often already found on the labels of private label brands from major discounters and grocery retailers.
For better orientation, guidance systems like shelf hangers and shelf strips should be installed to mark categories such as country of origin and flavour profiles, Burgdorf suggests. Food pairing symbols can also be incorporated in creative ways.
However, it’s not just important to inform consumers in an appealing and understandable way. The customer is, after all, often looking for wine for a particular occasion.
Therefore, the goal for retailers should be to anticipate the customer’s approach based on the occasion and thus make their choice easier. For example, proposing a fruity rosé for a get-together with girlfriends, a robust red for grilling, or a light white for a relaxing glass in the evening.
“The arrangement of all product categories should align with the shopper’s purchase decision and search behaviour,” says Burgdorf. Wine purchasing is occasion-driven, and depending on the occasion, shoppers primarily decide based on wine colour.
“This is the primary search criterion.”
This means the optimal wine shelf is primarily sorted not by country, as is often the standard, but by colour – “from red to white to rosé.”. Only within the colour categories, the study recommends, should wines then be arranged or marked (using shelf guidance systems) by country (such as Germany, France, Italy, Spain, and New World), by growing regions, and also by taste profiles from dry to sweet.
Additionally, consumers in upscale grocery retail appreciate a special atmosphere, created through elements like mood lighting, high-quality flooring, or decoration.
Another way to get customers interested in wine, even if they don’t already have a drinking occasion in mind, is through secondary placements – also according to the study. “Secondary placements are very important for promoting wine sales and especially impulse purchases,” says Burgdorf.
They are effectively placed either in the immediate vicinity of the main wine category or as cross-category placements alongside products frequently purchased with wine.
This applies, for instance, to the produce section – especially now during asparagus season – but the fresh food and meat counters are also suitable for such displays. This is partly because customers may have to wait in these areas and thus notice the products as a diversion.
Furthermore, according to the RM study, secondary placements can also trigger trading up. “High-quality secondary placements, especially during seasonal peaks like Easter, Christmas, or Valentine’s Day, can lead shoppers to choose more premium wines. A great and creative presentation can be helpful,” says Burgdorf.
On the topic of alcohol-free options, Burgdorf strongly advocates for a dedicated shelf, rather than placing these wines with their respective brands – which is too confusing.
“A dedicated alcohol-free section should fill at least four shelf levels to be sufficiently noticeable in the store,” she says.
Due to the category’s growing importance, introducing such a section makes sense. Alcohol-free sparkling wine, wine, and alcohol-free wine-based beverages could be placed together there.
Regarding the perceived value of wines, consumers follow an established pattern: “It’s common knowledge that high-priced wines tend to be placed higher up [on the shelf],” says Burgdorf.
The premium segment is important, however, to convey and maintain the perceived value of the product group.
The expert considers it an absolute no-go for products to be unavailable or – even worse – impossible to find due to a lack of an orientation system: “A shopper who can’t find their product aborts the ‘Shopping Mission’ frustrated.” – Meininger’s
EVENTS
DURBANVILLE SAUVIGNON SOIREE
The annual Durbanville Sauvignon Soiree celebrates wines made with the signature grape of the valley on May 9.
Durbanville winemakers will treat guests to an evening of crisp, cool climate Sauvignon Blancs to celebrate the International Sauvignon Blanc Day (2 May).
A highlight will be the first public tasting of the highly anticipated Durbanville Sauvignon Blanc 2025, a wine produced by a 10-winery collaboration in Durbanville, South Africa’s leading region for Sauvignon Blanc.
In addition to tasting the 2025 Durbanville Sauvignon Blanc, guests will enjoy a selection of Sauvignon Blanc Top 10 wines, compliments of Sauvignon Blanc SA.
Each ticket includes tastings from 10 Durbanville wine farms, two arrival canapés by Cassia Restaurant, and live music by Gerry Liberty. The evening, which starts at 17h00 and ends at 20h00, will be held at Cassia, Nitida Wine Estate. Tickets cost R250 per person and are available via Quicket.
DURBAN GIN FEST
The annual Schweppes Durban Festival returns to the coastal city for a high-spirited revelry tomorrow.
This year, gin lovers can expect a greater variety of craft gin brands to indulge in, including an assortment of food trucks and music by some of SA’s top DJ’s on the decks. The event this year will be hosted at “Station Urban Event Space”, which is on the rooftop of the Durban Station on 65 Masabalala Yengwa Ave, Stamford Hill.
General access tickets cost R290 and include a complimentary gin cocktail on arrival. VIP tickets available at R850 a person (limited to 50 tickets). Gates open at 12noon and close at 22pm.
BEEREX AFRICA
BeerEx Africa, a conference and expo on the alcoholic beverage, will take place in Cape Town from May 22 to 24.
The event, which will be taking place at the Makers Landing at The Cruise Terminal, Victoria & Alfred Waterfront, is expected to attract brewers from across the continent.
BeerEx Africa will encompass a conference and expo for brewers and beer enthusiasts from across the continent. Attendees have the option to attend the expo only or opt for a package, including the one-day conference as well as the two-day expo, which showcases innovative products from local companies alongside major international suppliers.
The event is held in conjunction with the African Beer Cup, the biggest beer competition in Africa, attracting more than 250 entries from across the continent.
Vaal Wine Expo
The Vaal Wine Route will host a day of wine tasting along the banks of the Vaal River in Vanderbiljpark on May 31.
The 22and expo will present South African farms that will be showcasing top local wines to sip and savour plus to buy direct at cellar-door prices.
The venue is Stonehaven-on-Vaal, Rosebush Lane, Zuurfontein, Vanderbijlpark. The event starts at 12 noon. Tickets cost R300 a person.
Plett Wine & Bubbly Fest
A partnership between Plett Wine Route and Plett Tourism, this lively celebration is set to showcase Plettenberg Bay wines over two days on April 27 and 28.
In addition, visitors to the show will be immersed in masterclasses on locally produced wines, including being pampered with live music and snacks.
Held over Freedom Day long weekend, this two-day event will bring together serious collectors and casual connoisseurs, as well as winemakers who guide the process from grape to glass.
Stretching from Harkerville to The Crags, the Plett Wine Route is one of the smallest and most dynamic wine production regions in the Western Cape.
The coastal city is home to a handful of small, privately-owned wine farms crafting still and sparkling wines of note. Plett produces Chardonnay, Sauvignon Blanc and Pinot Noir of note. Tickets, costing R350 per person, are available through Quicket. The event will be held at Kay & Monty Vineyards, Redford Road, The Crags, and starts at 12noon.
CAPE TOWN PNP FEST
The Pick n Pay Wine & Food Festival Cape Town 2025 returns to the mother city for a two-day showcase tomorrow and Sunday.
Visitors to the show will taste their way through some of SA’s top wine producers and discover a world of award-winning wines and sumptuous food. The event will take place at the Claremont Cricket Club.
Each ticketholder receives 20 wine tasting tokens and a tasting glass upon entry, the number of tokens “paid” per tasting is based on the rand value of the wine to be tasted at various stalls. Highlights include the Tasting Room, Picnic and PnP Mixology Theatre. Tickets cost R300 a person.
Fijnwyn & Food Market
Fijnwyn & Friends is gearing for another stint at the usual venue in Pretoria East, from May 1 to 3, for a three-day good wine adventure.
The event, which starts at 10am, will take place at Shokran Events Venue, 99 Luiperd Street, Tiegerpoort. From rich reds to crisp whites and everything in between, guests will get to sip on a selection from top wine farms.
Tickets cost R220 a person, includes a wine glass, access to unlimited wine tasting, a Tierlantynkies entrance ticket valued at R50. The spotlight will be on farms that offer something extra alongside their wines – think gin, olives, brandy and more, with food stalls, top-tier entertainment.. – Compiled by Len Maseko
