News released: 29/01/2015
Sticking power: Consumer study with major retailers finds IWC medal stickers could
be 'worth millions' to industry
IWC medal stickers have dramatic impact on buying decisions, increasing both volume and spend
The International Wine Challenge seal of approval has been proven to increase wine sales for
retailers following consumer testing in leading supermarket chains. Displaying IWC medal stickers
on prize winning bottles not only increased wine sales by an average of 15 per cent, but also
encouraged shoppers to spend a little extra to get their hands on an award-winning wine.
The IWC conducted two separate studies in Marks & Spencer and Morrison’s to test the impact of
displaying its stickers on bottles on consumer behaviour. Its eye-catching Gold, Silver, Bronze and
commended medal stickers were applied to over 100 types of award winning wine across the two
retailers as part of the four week study.
The IWC Supermarket of the Year, Marks & Spencer, saw a 20 per cent sales uplift of medal
winning wine throughout the duration of the study, as shoppers increasingly reached for bottles
bearing the prestigious wine competition’s seal of approval.
Garry Brooking, Trading Manager for Wine at Marks & Spencer commented:
The study has shown that highlighting the medal winners in store helped customers to make
informed purchase decisions and confidently broaden their buying choices. We are now looking to
roll this initiative out to all of our stores.”
Increase volume and spend
Stickers were applied to IWC medal winners from Morrisons own brand range. Not only did the
retailer see an overall increase in sales of the stickered wines during the trial, but there was also
strong evidence that the stickers encouraged customers to trade up to more premium wines.
Mark Jarman, Head of Wine Operations, Morrisons Supermarket commented:
“We welcome any opportunity to make it easier for our customers to choose the right wine for them
and enhance their shopping experience, so we were delighted to be asked to put the IWC stickers to
the test. The trial demonstrated that stickering the IWC award on bottles had a positive impact on
sales with an average volume uplift of around 10% on the award winning own brand wines. The
most exciting finding from the trial was evidence that highlighting the awards gave our customers the
confidence to spend a little more per bottle and try different medal winning wines. This is a great
endorsement of the IWC and provides compelling rationale for stickering award winning wines at
source.”
Representatives from the International Wine Challenge visited stores applying appropriate medal
stickers to their respective wine ranges. To ensure the results were accurate, multiple stores were
All International Wine Challenge news can be found at our Digital Newsroom
tested and compared with a series of control stores in similar location and with similar shopper
demographics.
Both supermarkets typically display the IWC logo on their point of sale advertisement, however the
increased sales highlighted that the eye-catching IWC medal stickers had a much more powerful
impact on buying behaviour.
In addition to benefiting retailers, increased sales of IWC prize-winning wines benefit the producers
by enhancing their reputation in the UK and increasing demand.
Chris Ashton, IWC Event Director commented:
“This study has proven beyond doubt that the International Wine Challenge medal stickers help
shopper navigate the wine aisle, and have greater confidence when making their wine choices.
Producers and retailers both have a fantastic opportunity to capitalise on their IWC wins by using
our magic stickers to encourage shoppers to select better wines and spend a little extra in the aisles.
These findings could potentially be worth millions to the wine industry.”
---ENDS--What is the International Wine Challenge?
In its 32nd year, the International Wine Challenge is accepted as the world’s finest and most meticulously
judged competition. The IWC assesses every wine ‘blind’ and judges each for its faithfulness to style, region
and vintage. Each medal winning wine is tasted on at least three separate occasions by a minimum of 10
different judges including Masters of Wine. Awards include medals (Gold, Silver, Bronze) and Commended
awards. The IWC is committed to helping consumers discover great wine, and the medals displayed on
winning bottles offer a trusted guarantee of quality.
Visit the IWC website for the full list of winners www.internationalwinechallenge.com
For more information please contact:
Manifest
Ali Maynard & Helen Kenny
t.
0203 1379270
m.
07738715079
e.
IWC@manifestlondon.co.uk
IWC
Chris Ashton
t.
07884 063405
e.
Chris.Ashton@wrbm.com
All International Wine Challenge news can be found at our Digital Newsroom