Wine Rack is an off licence chain that is part of Bestway Group, a British multinational conglomerate company based in London. Having acquired the drink’s estate in 2018, Bestway was keen to make a success of the high street retailer in what was to be a very challenging time for the market sector.
Like every high street retailer, capturing the biggest share of purse at key dates in the retail calendar is paramount. But in a ‘me too’ market, that’s not always easy. We knew that differentiation would be key to cornering sales. So we researched the market to see which territories had already been covered by Wine Rack’s competitors.
Wine Rack has a slightly more upmarket feel than the Group’s other off licence chain, Bargain Booze. With this in mind, we designed a brand look and feel using a colour palette and typography that would attract a more affluent demographic. This was translated into creative advertising campaigns for a wide range of events and dates around the calendar including Valentine’s Day, Easter, Summer Festivals, Halloween and, of course, Christmas. Once in store, customers could also pick up a 32-page catalogue showcasing products and offers to encourage future purchases.
Despite consumers tightening their purse strings, the campaigns were successful in keeping store traffic high at key times in the retail calendar. Selling space in the catalogue for high-end brand advertising also helped Wine Rack to off-set its printing costs.