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 changing. Price wars appear to be losing their effectiveness, and consumers are increasingly selective, prioritizing quality, transparency, and value.
Numbers that speak for themselves
According to Circana, promotional pressure on wine in large-scale retail remained high in 2024, but the results were not as expected: overall volumes decreased by 3.4%, while value remained stable or slightly increased.
This means that offers are no longer enough to boost sales. Discounts work especially well on mid- and low-end products, while in the premium segments, consumers are less price-sensitive and more attracted by the perception of quality and authenticity.
The trap of continuous discounting
The systematic use of promotions risks creating a vicious circle: consumers become accustomed to buying only on sale, penalizing full-price sales and reducing the profitability of the brands.
More and more chains are therefore starting to limit “aggressive” offers, replacing them with value strategies:
- loyalty programs that convert points into bottles of wine,
- wine subscriptions that guarantee selected choices every month,
- tasting events linked to purchase.
This shift in perspective puts the experience at the center, not just the discount.
Towards a new promotional strategy
Three trends emerge clearly in the modern distribution landscape:
- Fewer indiscriminate discounts, more selectivity
Offers become targeted, aimed at rewarding loyalty, promoting new brands, or supporting specific categories. - From price to storytelling
Storytelling replaces the simple discount: clear signage, QR codes that link to the manufacturer’s history, and experiential events in-store. - More value, less discount
The use of limited-edition bottles, exclusive packaging, or personalized services is growing to increase perceived value without drastically reducing margins.
The future of promotions: between experience and value
The traditional model of promotion as the sole commercial lever shows clear limitations. For large-scale retail, the challenge is no longer simply to stimulate sales volumes, but to build value and relationships with consumers.
Those who can innovate—from discounts to creating experiences and strengthening brand identity—will be able to gain a solid competitive advantage in the wine market.
