SPECIAL REPORT: Cheers to sparkling wines!

Beyond the holidays

Why should convenience stores sell sparkling wine? Along with extended hours, Daniel Speck, president of FWM Canada, offers compelling reasons.

“In a challenging beverage alcohol market, the C&G channel is an area for growth, and so too are sparkling wines generally,” he says. “Fish where the fish are and that means sparkling wine belongs on your shelf. Sparkling wines are +9.7% in volume in the last six months, which doesn’t include Christmas/New Year when sales spike.” 

While c-stores will want to be well stocked for the holidays, sparkling wines are not just seasonal purchases anymore. As Speck notes: “The days of sparkling wine just being a holiday wine are quickly evolving into an all-year occasion. This is largely being driven by the rise of cocktail culture and sparkling wine’s role in mixed drinks.”

When deciding what to stock, consider this: VQA Ontario sparkling wines are up 37.2% in volume, while go-to consumer pick Henry of Pelham Sparkling Wine is experiencing an even bigger boom with 125.8% growth. Quality matters, but a premium package paired with a trusted name goes a long way in connecting customers to a bottle of bubbly, Speck says.

Perfect pairings

With sparkling wines, c-stores can increase basket size by offering the right complementary products.

“With the popularity of mixed drinks, a simple add-on to selling sparkling wines is orange juice (for Mimosas) and peach juice (for Bellinis),” he explains. “This is obviously in addition to the traditional cheese and charcuterie pairings. But here’s a fun fact: for years, sommeliers have been promoting the pairing of sparkling wine with regular potato chips.”

His advice to c-stores? “Always have sparkling wines chilled. These wines are the classic last-minute hostess gift and typically are the kickoff to a celebration and always the first to be consumed at a party.”

Nate O’Brien, strategic account manager at Arterra Canada, agrees. “Sparkling wine is consumed in Mimosas at brunch time or often as a first drink as part of a celebratory occasion—many are last-minute get togethers so having these wines already chilled is paramount to the category succeeding in convenience stores.”

He adds that sparkling wines should be stocked year-round, making up 5-6% of total wine sales each month—except in December, when that number more than doubles. O’Brien recommends adding an extra facing in December to keep shelves stocked.

Prosecco should have a permanent place on shelves—it’s the most popular type of sparkling wine in the convenience channel. “Make sure you stock one Prosecco and—with the increasing love for local products here in Canada—add a local VQA sparkling to the mix,” O’Brien suggests. 

For c-stores, selling sparkling wines holds great potential. “As sparkling wine costs more to make, it tends to retail at a slightly higher price. This is great for your stores as more premium wines equal bigger profits,” remarks O’Brien. “Consider carrying sparkling wines at a variety of price points from $15 to $22. This is where the most popular wines in this category are priced.”

Alongside the usual cheese and charcuterie items, O’Brien suggests merchandising complementary items such as chocolate, gift cards, gift bags and anything shoppers may want for a last-minute celebration or host gift.

Stock tips

“Bubbly wines are synonymous with celebration, sophistication, and impulse indulgence,” says Anthony Romantini, director, retail sales, Profile Wine Group. “Prosecco offers elegance and versatility. Champagne brings prestige and luxury, while Crémant is emerging as a value-driven alternative with Champagne-like qualities. Crémant and Prosecco, in particular, are becoming year-round staples, because of their affordability and food-friendliness.”

Within the sparkling category, Romantini says Prosecco Rosé is gaining traction, thanks to its freshness and playful pink hue. Premiumization is also on the rise. “Consumers are willing to pay more for quality and craftsmanship,” he notes. “Low- and non-alcoholic sparkling wines are also trending as the demand for mindful drinking grows.”

Profile Wine Group offers a strong lineup of sparkling wines, including Proseccos such as Villa Sandi Blanc de Blancs and Villa Sandi Prosecco Il Fresco, perfect for food pairing and aperitivo, and Crémant wines from France in a variety of styles, from crisp and floral to creamy with a Champagne-style richness at a lower price. It also represents Laurent Perrier Champagne House. Romantini’s top pick? Laurent Perrier La Cuvée Brut Champagne. It’s refreshing, complex and ideal for aperitifs, light meals and stylish celebrations.

To be successful with sparkling wines, Romantini offers these pearls of wisdom to operators: “Offer variety and include budget-friendly Prosecco, mid-range Crémant, and premium Champagne, stock mini formats, like single-serve bottles—perfect for convenience shoppers—and highlight pairings by using signage to suggest food matches, like finger foods, snacks and sweets. They should also rotate stock seasonally—rosé styles in summer and richer blends in winter.”

Promote product knowledge

C-stores can boost sales by promoting sparkling wines’ versatility—enjoyed on their own, paired with food or mixed into cocktails. Alex Patinios, president of Dionysus Wines & Spirits Ltd., emphasizes offering a range of price points and upselling to premium varieties like Champagne.

On the trend front, Patinios says local Ontario VQA Sparkling wines are making a statement with new premium styles and options with less sweetness. His roster of sparkling wines includes Toro Bravo Secco Sparkling from Spain, an appealing value option at under $15 retail which helps drive impulse sales, and Nicolas Feuillatte Champagne, the top-selling Champagne in France. New this season: Popcorn Blanc de Blancs Sparkling VQA, launching in time for the holidays.

Winning with wine

For convenience retailers, dedicating shelf space to wine makes sense. As Matthew Steinsky, key account manager, Mark Anthony Group, points out, "Wine as a category has an important role to play for convenience stores as wine represents 44% of total industry revenue across all retail channels, when looking at the three categories of beverage alcohol available to Ontario convenience stores (wine, beer and RTD)."

With beverage alcohol still relatively new to c-stores, Steinsky advises operators to stock well-known and proven sparkling brands. “This will ensure that consumers find products that they are familiar with and also ensure that there is a consistent rate of sale on sparkling wine inventory, on shelf and in the coolers, given the objective of maximizing space in your convenience store,” he says.

Mark Anthony Group standouts include Mionetto Prestige Prosecco Brut DOC Treviso—the No. 1 selling sparkling wine in Ontario by volume and the top performer in convenience, according to Steinsky. Its light, crisp and refreshing notes of golden apple, honey and white peach make it a holiday essential.

Also in the lineup: Freixenet Cordon Negro Brut Cava from Spain, the top-selling Cava in convenience, perfect for brunches, celebrations and holiday toasting. As a best-value sparkling wine, it’s tough to beat Castell Blanc Brut Cava at a suggested retail price of $13.95. Customers can expect aromas of citrus fruit with notes of toasty bread and fruity sweetness.

With such an array of options, it’s time for convenience retailers to say cheers to offering sparkling wines all year round. It’s a toast-worthy strategy that promises both profit and customer satisfaction.