Booker’s Budgens, Londis and Premier symbol groups are running a seven-week summer drinks festival, offering shoppers discounts, exclusive lines and new launches across wines and cocktails.
The Londis Wine & Cocktail Festival began on 20 July and will be followed by Premier’s Wine Festival on 22 July and Budgens’ Wine & Cocktail Festival on 23 July.
The promotions are designed to help independent retailers drive footfall and increase spending during the peak summer trading period, while giving shoppers access to exclusive products, premium wines and value-focused multi-buy deals.
The Wine Festival features a tiered range of products across different price points, including well-known brands such as McGuigan, Echo Falls, Hardys VR, Barefoot, Blossom Hill, Jam Shed, Casillero del Diablo and Trivento Reserve.
Booker has also introduced several exclusive and premium wines, including first-to-market launches and products available only through the group. These include Wairau Cove, Kylie Rosé, Brancott Estate Flight Sauvignon Blanc, Porta 6 Lisboa Red and Alamos City Malbec.
The wholesaler said the range reflects changing consumer habits, with growing demand for premium products as shoppers increasingly choose to “drink less but drink better”. The festival will also showcase trends such as flavoured wines, rosé and canned wine formats, including Echo Falls Blue Raspberry, Wairau Cove Sauvignon Blanc cans and La Vieille Ferme Rosé.
Alongside the wine promotion, Londis and Budgens stores will run a Cocktail Festival focused on ready-to-drink cocktails, spirits and cocktail essentials, targeting consumers seeking convenient, bar-quality drinks at home.
Martyn Parkinson, Retail Sales Director at Booker, said:
“Our Wine and Cocktail Festivals continue to give retailers an excellent opportunity to drive footfall and increase basket spend during the busy summer trading period. By combining great value promotions with exciting innovation and exclusive products, we’re helping our retailers offer shoppers an outstanding drinks range that caters for every occasion.”
James Davis, Head of Wine at Booker, said this year’s promotion had been built around “quality, choice and innovation”.
“Alongside well-loved bestselling brands, we’ve introduced a number of exclusive and premium wines, including exciting first-to-market launches and award-winning products,” he said.
