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. <\/p>\n
According to Circana, promotional pressure on wine in large-scale retail<\/strong> remained high in 2024, but the results were not as expected: overall volumes decreased by 3.4%<\/strong>, while value remained stable or slightly increased.<\/p>\n 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<\/strong> segments, consumers are less price-sensitive and more attracted by the perception of quality and authenticity. <\/p>\n 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.<\/p>\n More and more chains are therefore starting to limit “aggressive” offers, replacing them with value strategies<\/strong>:<\/p>\n This shift in perspective puts the experience at the center, not just the discount.<\/p>\n Three trends emerge clearly in the modern distribution landscape:<\/p>\n 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<\/strong>, but to build value and relationships with consumers<\/strong>. <\/p>\n Those who can innovate\u2014from discounts to creating experiences and strengthening brand identity\u2014will be able to gain a solid competitive advantage in the wine market.<\/p>\n","protected":false},"excerpt":{"rendered":" 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 […]<\/p>\n","protected":false},"author":3,"featured_media":258222,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[67],"tags":[56,49,40,44],"dipi_cpt_category":[],"class_list":["post-258258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-doctorwine","tag-gdo-en","tag-large-scale-distribution","tag-promotion","tag-wine"],"yoast_head":"\nThe trap of continuous discounting<\/h2>\n
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Towards a new promotional strategy<\/h2>\n
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\nOffers become targeted, aimed at rewarding loyalty, promoting new brands, or supporting specific categories.<\/li>\n
\nStorytelling replaces the simple discount: clear signage, QR codes that link to the manufacturer’s history, and experiential events in-store.<\/li>\n
\nThe use of limited-edition bottles, exclusive packaging, or personalized services is growing to increase perceived value without drastically reducing margins.<\/li>\n<\/ol>\nThe future of promotions: between experience and value<\/h2>\n