From September 2014, customers will be offered two selected wines at a special price to promote as ‘Wine of the Month’. Each wine brand included in the mechanic has been priced to offer the licensee up to 60% gross profit. The promotion kicks off with El Muro Blanco and El Muro Tinto from Spain as wines of the month this September followed by Furious Boar Chardonnay and Zinfandel Rose from the USA in October and El Colectivo Shiraz Malbec and Chardonnay Torrontes from Argentina in November.

The offer coincides with Bidvest 3663’s new ‘Cuisine of the Month’ promotion where customers can take advantage of special monthly offers on different world foods until June 2015. Each wine has been selected to complement the food type on offer each month, so that outlets can easily create rotational themed menus, taking customers on a food and wine tour of the world.

Matt Towe, ViVAS trade marketing manager, said: “Wine of the Month and other similar promotions are proven mechanics to get customers excited about new menu items. It’s also a great way to remove confusion with wine, especially when it is offered along with complementary food. By positioning wine as a limited edition or special offer, customers are encouraged to try wine they wouldn’t normally ask for. Operators can use this as a barometer of what new wines they could introduce on a permanent basis. We also think that the added excitement will help them to sell more wine.”