Bibendum has launched a data tool called Mode to capture on trade wine trends as they emerge.
The tool will be used to select the product line-up for the Bibendum autumn customer tastings this September, where customers will see Mode in action. It has been implemented alongside the company's existing in-house insight tools to determine the product line-up. Visitors will see a focus on 'forgotten regions' such as JuranÁ§on, Etna and Minervois; a heavy leaning towards alternative sparkling wines from unexpected French regions, England and the New World; premium South Africa will feature prominently; and a Pinot Noir focus has been arranged on the back of Mode highlighting a trend towards New World Pinot.
Alex Linsley, head of market insight at Bibendum, said: "With Mode we can help our customers create lists that make them stand out from the mainstream. Customers regularly ask us what's cool as they look ahead to the next big thing - Mode can offer them a definitive answer to this question. It's not restricted to just the on trade either. We introduced Mode to a premium national retailer recently and they were very interested in the findings. Off trade sales data just shows them what their competitors have already sold; Mode data can tell them what's going to sell in the future, giving them the insight to roll out in their stores when the time is right."
Mat Bird, marketing director at Bibendum, added: "We value the partnerships that we have with our customers and are always looking to offer additional support where we can. We can help our customers create lists that will not only raise their profiles as trailblazers, but also help them sell more as a result of being ahead of the trend."
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