Boozing or branding? Measuring the effects of free wine tastings at wine shops

Purpose - The purpose of this paper is to focus on both the sales effects of free wine tastings and the effects on attitudes towards future purchases four weeks after the tastings. Design/methodology/approach - Store scanner data for the four weeks before and after each of ten wine tastings are used to measure the effect tastings had on sales. A total of 170 consumers, who attended a free tasting in wine shops across 4 cities, are interviewed as they leave the store and 37 of these consumers respond to a call back survey one month after the free tasting. Findings - Scanner data shows a 400 per cent increase in sales of the wines tasted on the day of tasting, and a small but significant effect on sales during the four weeks afterwards. The survey shows that there is no difference in purchasing between those attending a tasting with the intention to purchase and those just stopping by. Both groups purchase at about the same rate. Only about 33 per cent of the attendees purchase; the other two-thirds are boozing. Research limitations/implications - Free tastings boost immediate sales just like most price promotions, but the effect on the intention to purchase is stronger for those who made a purchase. The study is conducted in one country among a small number of buyers, which limits its generalisability. Practical implications - The results and implications of this research can be used by retailers and wine companies to make more informed decisions about free tastings. From this small study, attracting the maximum number of tasters to increase sales and long-term purchasing intentions would be recommended.