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Bi-Lo/Bruno's to Roll Out New Wine Merchandising Tool

MAULDIN, S.C. -- Bi-Lo/Bruno's Supermarkets here is playing the wine card, literally. The chain has signed on to use a merchandising tool and turnkey program called the Wine Card, that is produced by Ponte Vedra Beach, Fla.-based Pocket-Media LLC in association with Wine Spectator magazine.

The centerpiece of the program is a 2.125-inch-by-3.5-inch four-color-process card that displays a wine bottle label and rating on one side, and a brief review of the wine and food-pairing information on the other side. A deck of the cards is placed in a plastic holder, giving shoppers easy access to valuable wine information at the point of purchase.

Pocket-Media LLC said extensive market testing in supermarkets throughout the South has proved that the cards are successful at encouraging wine purchases. In test, the average sales increase for wines in the program was 148 percent, according to the company.

"Our goal with this program is to better educate consumers, and provide them with a source of objective information that will enhance the wine drinking experience," Pocket-Media said. "We want to make consumers aware of the value and quality of wine at a variety of price points, and instill in them the confidence to buy more expensive wines and broaden their wine purchases."

Pocket-Media's Wine Card is a turnkey program that includes design, printing, placement, and distribution services. There is no charge to the retailer for participating.
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