The UK’s inaugural Greek Wine Month, led by the Greek Wine Federation and Westbury Communications, took place this June with over 40 retailers and 20 restaurants signing up to take part.
Reported sales skyrocketed, increasing by 277% compared to June 2023 and by 207% compared to May 2024 overall. The impact was particularly striking among local independent wine shops, with some experiencing a more-than-fivefold increase in sales during the month.
Retailers fully embraced the promotion, as Christina Albon, marketing manager at Tanners, enthused: “We saw a fantastic uplift in sales. The team really got behind the campaign and have fully enjoyed it.”
The campaign’s success was driven by a variety of promotional activities. Hundreds of new Greek wine SKUs were added to shelves across over 60 stores nationwide, with many retailers doubling their stock of campaign wines. In-store samples, online engagement through social media and email marketing, and dedicated Greek wine displays were key features of the promotion.
Many retailers also organised ticketed tastings, which saw several hundred enthusiastic consumers attending throughout June. These events provided an opportunity for wine lovers to explore the diverse range of Greek wines and learn about the unique indigenous grape varieties and terroirs of Greece.
Ana Sapungiu MW, head of wine business development at Amathus, elaborated on their approach: “Our retail teams have embraced the promotion by doing in-store tastings and focuses, engaging with our customers online, and through database emails. A further masterclass is due to take place in September in one of the newly opened Amathus stores.”
As part of Greek Wine Month, a competition was held to recognise the best promotional efforts among participating retailers. The Stroud Wine Company and The Dorset Wine Company were awarded for their exceptional sales performance and the quality of their promotional activities, each earning a trip to Greece in October.
Sapungiu also noted the broader impact of the campaign within the UK market: “As a result of this promotion our sales of Greek wines have been increasing exponentially, not only in retail but also with our trade customers – for whom we had previously held a dedicated Greek tasting. This was all possible through the extensive range of Greek wines we stock from over 10 producers. We see a lot of excitement coming out of Greece – and so the range will continue to evolve – and we are very proud to be working with some top producers.”
Oenologist Sofia Perpera, campaign director, echoed this sentiment of excitement: “After 18 months of focused efforts in the UK market with 44 participating wineries, we’ve seen a remarkable increase in interest for Greek wine. Following this trend we launched the first ever Greek wine month throughout the UK and the initial results are very positive. Greece’s treasure trove of indigenous grapes and diverse terroir is producing wines with a true sense of place – a key attribute for the UK market.”
Sue Harris, managing director at Westbury, reflected on the campaign’s success: “The overwhelming success of the UK’s first Greek Wine Month has exceeded our expectations and demonstrated the immense potential for Greek wines in the British market. This campaign has not only boosted sales but also cultivated a genuine curiosity among consumers for the unique flavours and rich heritage of Greek wines. We’re proud that the meticulous planning and execution by our team, working closely with our partners in the Greek Wine Federation and the participating retailers, ensured a seamless and impactful promotion across the country.
“Moreover, we’re thrilled to have played a pivotal role in bringing these exceptional wines to the forefront of the UK’s wine scene and look forward to building on this momentum in the future.”
