Range revamp for Alpha Retail in Manchester

27 August, 2008
Page 15 
Alpha Retail has revamped the wine range for one of its largest shops at Terminal 1 of Manchester International airport .

Alpha, which also runs shops in 11 other British regional airports, including Birmingham, Liverpool and Newcastle, undertook consumer research which revealed that average spend per customer on wine in its airport stores was £7 per bottle, about £3 higher than on the UK high street.

In response to this data Alpha has devised a new wine offer at Manchester with four distinct selections.

These comprise an everyday selection with wines priced £5 -£10; a cellar collection of about 16 wines in the £10 -£15 price bracket ; a

premium selection ranging from £15 -£135 ; and a changing promotional selection of price-driven deals.

Another innovation for Alpha will be a focus on wines not normally associated with UK travel retail, such as Canadian icewines and seasonal wines such as rosés.

There will also be more gifting options , including

gift-packed cavas, wine literature and accessories.

Wine expert Peter Ayling, formerly of Allied Domecq Duty Free and now a freelance consultant, helped mastermind Alpha's new approach to wine at Manchester airport.

"The wine offer in the travel retail channel has traditionally taken second place to spirits, a result of the lack of distinction from the high street in terms of offer and price point," said Alpha Retail international director Martin Petchey.

"By using our customer research, extensive knowledge of the travel-retail sector and Peter's expertise we feel that we have come up with a range of wines that will really appeal to our customers."

Opened in 1962, Terminal 1 is Manchester airport's busiest terminal, handling international flights from Air Canada, BMI, Iberia, Olympic, Lufthansa and SAS.