PROMOTIONAL FEATURE
Brindisa
A retailers’ guide to the best Christmas ever…
Simply add some Spanish finesse WITH THE FESTIVE season just around the corner, it’s never too early to start planning and Brindisa has devised five Christmas retail commandments to keep tills chiming throughout December. Influenced by founder and owner Monika Linton’s early years on Spain’s Eastern coast, Brindisa is a celebration of the varied cultures, landscapes and above all, the exceptional foods of Spain. The business has been sourcing and supplying high quality Spanish products to delis, food halls and restaurants for over 30 years. With shops in London’s Borough Market and Balham, cheese caves in their wholesale warehouse and five restaurants, Brindisa know what works for British consumers and how to maximise sales – especially in the busy run up to Christmas. Merchandising for Maximum Impact Brindisa’s biggest seasonal sellers are ham carving kits, which with an entry level price of £165 are a significant investment. In-store ham carving creates a real focus point which draws people in – it’s something that has a significant impact on sales. Shop Manager, Fiona Kinnear explains; “No matter how busy the store is, it’s vital to offer consumers the chance to try before they buy – it is a strategy that truly works. Tastings are an essential part of our service as they really encourage customers to purchase.” Clever merchandising should arrest consumers’ attention. Place your best sellers in the heart of your festive displays. Introduce signage that points to gifting recipients, special offers or awardwinning products. For example, we’ve just created special signage for our Brindisa 1605 Manchego Wedge and Cecinas Pablo Cecina Cured Beef, as both products received 3-stars in this year’s Great Taste Awards.
Make the Most of Marketing “Today’s consumers are looking for an experience, not just products. Dedicated Christmas shopping nights, with entertainment such as cheese and wine pairing, can be a great way to engage customers with the products.” explains Brindisa’s Marketing Manager, Harriet Stanford. “Create a buzz on social channels about what you’re doing in-store, and run giveaways to entice customers.”
Know and love the products you’re selling this Christmas. Level Headed Logistics Start planning early and aim for regular deliveries to keep shelves replenished throughout the seasonal madness. With a distribution network throughout the UK, Brindisa can help ensure you have enough stock! Perfect Products for Gifting & Entertaining Perhaps the most important advice is to be sure to select the right range for your customers, taking into consideration the two key purchasing occasions– gifting and entertaining. Highlights include confectionery, which is great for impulse purchases, as well as a range of hampers which are an absolute festive favourite. When it comes to food, quality is everything. Charcuterie boards and premium snacks are essential party foods which Brindisa’s range certainly caters for, with a comprehensive selection of festive favourites
that look great on shelf and taste exceptional. These include: • Señorío bellota, 100% Ibérico ham DOP; exceptional ham made from black pigs fattened on acorns. • Pastura with truffles; enjoy an elegant balance of flavour between delicately sweet ewe’s milk and earthy truffle. • Perelló Gordal olives; large, sweet, juicy olives marinated with guindilla chillies, giving them a subtle touch of heat. • Brindisa salted Marcona almonds; these are the highest grade and are naturally oil-rich, creamy and luxurious. • Rabitos Royale; delicious Calabacita figs coated in rich dark chocolate and filled with brandy ganache. Rupert Linton’s Christmas Cheeseboard Selection Rupert heads up Brindisa’s cheese team and overseas the selection of the 60+ Spanish cheeses in the range. Here are his top picks for Christmas: • Monte Enebro, a very special goats´milk cheese • Artisan Mahón, cows´ milk with 4 month cure • Valdeón Picos de Europa blue cheese • Villarejo Manchego Cured, a raw ewes’ milk cheese • Payoyo, a semi-hard cheese made from indigenous Payoya sheep’s milk Rupert suggests; “Don’t overlook accompaniments – they are a fantastic way to upsell and add variety to your counter display. I recommend stocking a classic Membrillo and Moscatel Grapes – sensational!” See for Yourself To find out more about Brindisa’s Christmas offering visit Stand 3111 at this year’s Speciality & Fine Food Fair. Meet the team and discover their new product range.
www.brindisa.com Order via
sales@brindisa.com or 0208 772 1600
Vol.20 Issue 8 | September 2019
53