New look for wine shelves

Press, 19 November 1981, Page 14

New look for wine shelves

Maurice Hunter’s

GRAPEVINE

Tomorrow, Friday, brighteyed and bushy-tailed, Christchurch’s 20 wine shops will present their new look to the wine drinking public. Until qow restricted solely to the sale of New Zealand wines, . the first major amendment to wine shop licenses in the 33 years of their existence will allow them also to sell imported Wines. But, although only a simple alteration to the existing legislation , was necessary, it will not be by any means simple for the licensees. First there is the problem of, space, both for storage and for display. The proliferation of local wines over the last few years has put severe pressure on space in shops. When established, they had ample room, but .are now bursting at the seams, and many proprietors wish that their premises were equipped with elastic walls. ~ 1 ■ . Those with sufficient floor space will be able to install additional display stands, but those not so fortunate will be

compelled to cut down on the number of shelf facings of local wines. This should do no harm to local wine sales over all. Producers have been well aware of the possibility of reduced exposure, and those who are on the ball have stepped up, their advertising and promotional activities. But it could be tough oh the smaller producers. When shelf space is at a premium it is only logical to replace slow movers with faster sellers. It really depends upon whether the smaller producers wish to expand or whether they prefer to consolidate at their present level and depend on mail order and gate sales. If expansion is the target they will have to put their houses in order and make attractive enough offers to the trade to remain competitive and ensure their market share. The second problem facing

wine shop proprietors is that of selection. With literally thousands of different wines from upwards of a dozen countries, how will they know which will be in demand? For a start, selection is bound to be cautious and basic. Australian wines will probably dominate the red section. Few operators will be unaware of the demand for Chalambar burgundv. Moys-

ton claret and Jacobs Creek claret, for instance. I imagine that equally few shelves will be without them. French beaujolais is almost a certainty, as will be Baco Siglo (sack pack) from Spain, and Valpolicella and Chianti from Italy. In the white section even more caution will prevail. While New Zealand whites are being sold in France and West Germany, and are winning acclaim in various

overseas competitions, imported whites will have to be of proven quality or demand. Nevertheless we may expect to see. Sichel Blue Nun Liebfraumilch breasting it with Seppelts Arrawatta Riesling, Yalumba Korianda white burgundy and Queltaler rhine riesiing from Australia, and Bella Soave from Italy. The übiquitous Mateus rose will probably be there accompanied, maybe, by Casal Mendes rose. But, in view of the uplift in local roses, the price may inhibit sales of the latter. Strangely enough, price does not seem to be the all important factor when “champers” is under, consideration. It is a celebration wine, and when weddings, coming-of-age parties, christenings and graduation parties are involved choice of the right wine appears to be paramount. . The selection herq is Jdirly comprehensive. Probably the two “musts” are sparkling Nederburg and Blue : Nun

sparkling which, while run-of-the-mill bubblies, have an established demand. In equal demand is Seppelts Great Western chamagne, closely followed by Asti Spuma'nte (of which there are several labels), and the French Kriter sparkling. Some shops may also put the prestigious Bollinger champagne on the shelf, but the price of around s2s' may preclude volume sales! A sprinkling of Portuguese ports and Spanish sherries, naturally including Dry Fly and Tio Pepe, will complete the basic range. To what extent that will be built upon will .depend entirely on customer demand. It will be an exciting time for retailers but, apart from paying for the stuff, they have one remaining problem. Many of the names of the wines will be unfamiliar, to say nothing of their ability to compare one. against the other and to make suitable recommendations which, il they are to retain their reputaton as wine specialists. they must develop?- '

! To this end, it is planned -, ’ to hold a series of trade wine‘ tastings and education-y courses which, over a period, ': must be to the benefit oU- ; 5 both retailers and sumers. , J And if you think that tast- ;■ ing and assessing wines is all { fun and games, think again. It's hard work! ; The benefits for the cus- j tomers are several. An additional 20 outlets have now been opened up for casual purchases so that it is now 4 no longer necessary to make up an 8-litre order at a“\e wholesaler’s or to chase two'.‘s or three miles to a bottle 3 store where the selection not usually very exciting, o