By issuing a handy guide, suggesting a pairing in an ad, running a fun event, or involving consumers in a club to add appeal, especially in a down economy where home-based pleasures and entertaining take a front seat, retailers are aiming to become destination authorities rather than mere sellers of wine and spirits.

Even in this current period of consumer cutbacks, beer sales in the US were up 3.5% to US$26.5 billion, table wine sales were up 5.0% to US$7.9 billion, and spirits sales were up 3.9% to US$7.1 billion, in food, drug, convenience and major market liquor channel stores for a 52-week period which ended this summer.

With paring promotions, retailers can also boost sales of other high index products such as flowers, snacks, spreads and dips. Local knowledge of the consumer base is key for pairing initiatives to succeed.

(Source: Nielsen)

[Read our feature article on supermarket wine department layout and marketing]