The UK’s inaugural Greek Wine Month, led by the Greek Wine Federation and Westbury Communications, took place this June with over 40 retailers and 20 restaurants signing up to take part.
Reported sales skyrocketed, increasing by 277% compared to June 2023 and by 207% compared to May 2024 overall. The impact was particularly striking among local independent wine shops, with some experiencing a more-than-fivefold increase in sales during the month.
Retailers fully embraced the promotion, as Christina Albon, marketing manager at Tanners, enthused: “We saw a fantastic uplift in sales. The team really got behind the campaign and have fully enjoyed it.”
The campaign’s success was driven by a variety of promotional activities. Hundreds of new Greek wine SKUs were added to shelves across over 60 stores nationwide, with many retailers doubling their stock of campaign wines. In-store samples, online engagement through social media and email marketing, and dedicated Greek wine displays were key features of the promotion.
Many retailers also organised ticketed tastings, which saw several hundred enthusiastic consumers attending throughout June. These events provided an opportunity for wine lovers to explore the diverse range of Greek wines and learn about the unique indigenous grape varieties and terroirs of Greece.
Dining and Cooking