Pop. Fizz. Clink.
Every New Year's Eve people around the world welcome the new year - and sometimes bid an enthusiastic farewell to the prior year (looking at you, 2018 #byefelicia) – with a bottle of bubbly. In fact, sparkling wine is such a big part of worldwide holiday traditions that about 25 percent of all of the effervescent beverage is sold in the days between Christmas and New Year's Eve.
With such high demand, promoting sparkling wine is a great way for retailers to lure shoppers into the store prior to New Year’s Eve. We reviewed our Numerator Promotions data to see how sparkling wine was promoted in the 5 days between Christmas and New Year’s Eve.
There was a definitive spike in sparkling wine promotions, from 126 to 308, in the days following Christmas as compared to the 5 days preceding. However, overall the number of sparkling wine promotions decreased this year, from 463 in 2017.
The top 10 brand list was dominated by low-to-mid priced brands, with Korbel taking the number one spot as the most promoted sparkling wine brand. For retailers, share of promotions was fairly evenly distributed across the board. Publix came in at number one with 4.5% share of sparkling wine promotions.
If you’d like to learn more about holiday promotional trends for your category, contact us at firstname.lastname@example.org. And check out our Holiday Hub for more holiday insights from Numerator.