Selling Wine in and to Supermarkets

Abstract

Supermarkets are a major outlet for wine. They, and other grocery stores, account for an estimated one-third of U.S. wine sales to consumers. They are the most important channel in most of the large wine-buying states and provide constant consumer exposure to wine. They feature easy access, are more comfortable for women than many alternative outlets, and are innovative marketers. Consequently, it is important for wine marketers to learn how to sell to supermarkets effectively. To do this, they must understand what motivates supermarkets in selling wine. This knowledge is essential for persons selling wine in supermarkets, or for those selling it in other outlets serving or competing with supermarkets.