International Wine Challenge

Background and contacts

About International Wine Challenge

The International Wine Challenge (IWC) owned by William Reed Business Media is now in its 35th year. The IWC is accepted as the world's finest and most meticulously judged wine competition which assesses every wine blind and judges each for its faithfulness to style, region and vintage Throughout the rigorous judging processes, each medal winning wine is tasted on three separate occasions by at least 10 different judges and awards include medals (Gold, Silver, Bronze) and Commended awards

About The Digital Newsroom

The International Wine Challenge Digital Newsroom is a simple and useful resource for you to keep track of all the latest news stories. High resolution images and complete press releases are available to download from here, and you can connect with our various social media profiles easily. Suggestions for improvements are welcome.

Contact Details

Elly Barham-Marsh Helen Kenny
Manifest London
t. +44 (0)203 1379 270
e. iwc@manifest.london

International Wine Challenge

Sticking power: Consumer study with major retailers finds IWC medal stickers could be ‘worth millions’ to industry

IWC medal stickers have dramatic impact on buying decisions, increasing both volume and spend

The International Wine Challenge seal of approval has been proven to increase wine sales for retailers following consumer testing in leading supermarket chains. Displaying IWC medal stickers on prize winning bottles not only increased wine sales by an average of 15 per cent, but also encouraged shoppers to spend a little extra to get their hands on an award-winning wine.

  • The IWC conducted two separate studies in Marks & Spencer and Morrison’s to test the impact of displaying its stickers on bottles on consumer behaviour.
  • Its eye-catching Gold, Silver, Bronze and commended medal stickers were applied to over 100 types of award winning wine across the two retailers as part of the four week study.
  • The IWC Supermarket of the Year, Marks & Spencer, saw a 20 per cent sales uplift of medal winning wine throughout the duration of the study, as shoppers increasingly reached for bottles bearing the prestigious wine competition’s seal of approval.
  • Stickers were applied to IWC medal winners from Morrisons own brand range. Not only did the retailer see an overall increase in sales of the stickered wines during the trial, but there was also strong evidence that the stickers encouraged customers to trade up to more premium wines.
  • Representatives from the International Wine Challenge visited stores applying appropriate medal stickers to their respective wine ranges.
  • To ensure the results were accurate, multiple stores were tested and compared with a series of control stores in similar location and with similar shopper demographics.
  • Both supermarkets typically display the IWC logo on their point of sale advertisement, however the increased sales highlighted that the eye-catching IWC medal stickers had a much more powerful impact on buying behaviour.
  • In addition to benefiting retailers, increased sales of IWC prize-winning wines benefit the producers by enhancing their reputation in the UK and increasing demand.

Garry Brooking, Trading Manager for Wine at Marks & Spencer commented:

“The study has shown that highlighting the medal winners in store helped customers to make informed purchase decisions and confidently broaden their buying choices. We are now looking to roll this initiative out to all of our stores.”

Mark Jarman, Head of Wine Operations, Morrisons Supermarket commented:

“We welcome any opportunity to make it easier for our customers to choose the right wine for them and enhance their shopping experience, so we were delighted to be asked to put the IWC stickers to the test. The trial demonstrated that stickering the IWC award on bottles had a positive impact on sales with an average volume uplift of around 10% on the award winning own brand wines. The most exciting finding from the trial was evidence that highlighting the awards gave our customers the confidence to spend a little more per bottle and try different medal winning wines. This is a great endorsement of the IWC and provides compelling rationale for stickering award winning wines at source.”

Chris Ashton, IWC Event Director commented:

“This study has proven beyond doubt that the International Wine Challenge medal stickers help shopper navigate the wine aisle, and have greater confidence when making their wine choices. Producers and retailers both have a fantastic opportunity to capitalise on their IWC wins by using our magic stickers to encourage shoppers to select better wines and spend a little extra in the aisles. These findings could potentially be worth millions to the wine industry.”

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