In large-scale retail, is discounting still the king of sales? Are promotions an indispensable lever or a strategy to be rethought? Pietro Rocchelli tells us about it.
For years, promotion has been the queen of wine sales in GDO. Double-digit discounts, 3×2 offers, Flyers filled with discounted bottles-a strategy that has dominated the market. But something is changing. Consumers are becoming more selective, and the price war seems to be losing bite.
Numbers that speak for themselves
According to Circana, promotional pressure on wine remained high in 2024, but without any boosting effects on sales volumes. On the contrary, the market continues to contract at the quantity level (-3.4 percent), while the value remains stable or slightly growing. This means that offers are no longer enough to push consumers to purchase.
Do discounts work? Yes, but not always and not for everyone. Data show that promotions impact the most on the mid-range and low-end products, while in the premium segments buyers prove to be less price-sensitive and more attentive to the perception of quality.
The trap of continuous discounting
The biggest risk of promotions is habit. If a consumer knows that a bottle will be discounted every two weeks, Will stop buying it at full price. And this trend is becoming a problem for the economic sustainability of the industry.
The more advanced signs are trying new ways. Some have reduced the frequency of aggressive bidding, Shifting the focus to value-based strategies: wine subscriptions, loyalty points convertible to bottles, tasting experiences combined with purchases.
Toward a new promotional strategy
Three trends emerge clearly:
- Less indiscriminate discounts, more selectivity
Generalized promotions are giving way to more targeted offers designed to reward customer loyalty or introduce new product categories. - From price to narrative
Supermarkets are learning to sell wine not just with price, but with storytelling. Clearer information on the shelf, QR codes with stories from producers, tasting events-all of these are driving purchases without devaluing the product. - More value, less discount
Instead of lowering the price, some brands are increasing the perceived value: limited edition bottles, exclusive packaging, personalized services. Customers are not only looking for the lowest price, but also for a richer shopping experience.
Conclusion: the future of promotion is not only in price
The classic model of promotion as the primary sales lever is showing its limits. The goal is no longer just to push volumes, but to build value. Those who can reinvent the way wine is communicated and sold in GDO will have a solid competitive advantage in the coming years. The challenge is open.
