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Find out how to best promote your wines in large-scale retail trade: on this page you’ll find all the articles we’ve created exclusively for DoctorWine throughout 2025, designed for producers who want to grow and stand out in Italy’s most important sales channel.
These insights will help you not only understand the new dynamics underway in large-scale retail trade, but also provide you with concrete tools to improve the positioning and sales of your wines.
The journey will continue throughout 2025 with new articles being released, which we’ll revisit here from time to time. Stay tuned for updates.
The time factor: rotation speed as the key to success in large-scale retail trade
In the world of large-scale retail trade, a wine's success isn't measured solely in bottles sold or profit margins. The true measure is time. More precisely, the speed at which the product moves from the shelf to the consumer's cart. This is called rotation, the...
Wine and Large-Scale Retail: How to Build Value Beyond Price
From price to meaning: a new challenge for wine in modern distribution For years, wine in large-scale retail trade was almost exclusively about price. Flyers, promotions, and discounts dominated communication, often transforming the bottle into a vague good, reduced...
Retail Media and Italian Wine: From the Shelf Aisle to Immersive Storytelling
Retail media is the new frontier of in-store communication. It's no longer about limiting yourself to labels, price tags, or spot promotions, but rather building a dialogue with the consumer at the most crucial moment: the moment of purchase. In Italy, wine, despite...
Large-scale retail trade: local production vs. common assortments
Italian large-scale retail trade is currently facing a complex challenge: finding the balance between the reassuring uniformity of common assortments and the added value of local production. The wine sector is where this tension emerges most forcefully, because wine...
Wine and Large-Scale Retail: The Rise of Private Labels as a Strategic Lever
Who is the real producer of the branded wine we buy in supermarkets? Distributors make the decision, and in recent years they have transformed private labels from simple, affordable alternatives into true customer loyalty tools. Price is no longer the only lever:...
Promotions and wine in large-scale retail: a model to reinvent
In large-scale retail trade, promotions have long dominated wine marketing strategies. Double-digit discounts, 3-for-2 deals, and flyers filled with discounted bottles have shaped the imaginations of entire generations of consumers. Today, however, the landscape is...
Wine assortment strategies and category management in large-scale retail trade
How do large-scale retail chains build their offerings? It's not simply a matter of logistics or choosing the most competitively priced labels: the wine selection in large-scale retail is a true strategic lever, where margins, brand identity, consumption trends, and...
Wine in Italian large-scale retail trade: numbers, trends, and new perspectives
Large-scale retail trade (GDO) has changed dramatically. From a simple outlet selling cheap, anonymous bottles, it has become the primary wine purchasing channel for Italians, with increasingly curated dedicated spaces and selections that focus on quality. While...
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