How to increase wine sales in the supermarket: strategic tips

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Strategies such as strategic planning, team training, promotional groups and the use of technology can help neighborhood supermarkets increase wine sales, highlights sommelier João Gama.

According to data from Ideal Consulting, the wine sector in Brazil recorded a growth of 7% in the first quarter of 2025 compared to the same period of the previous year, reaching about 82.5 million liters sold.

According to João Gama, sommelier at Cantu Grupo Wine, this movement shows that customers are more open to including wine in their routine. “Today it is common to find neighborhood supermarkets with an in-store wine section,” he says.

For him, the success of this category depends on simple but strategic sponsorship.

One of the most common mistakes is a lack of organization on the shelves, such as wines arranged without a clear label, price or proper substitution. Gamma recommends investing in strategic planning, placing labels near meat, fish, cheese and pasta, and making sure the cellar is well divided between red, white, rosé, sparkling wine and champagne. Location also makes a difference: “It’s important to keep the wine cellar close to the rest of the drinks sector,” he advises.

To improve the shopping experience, the specialist suggests monthly training with partners, which can help employees familiarize themselves with the store’s portfolio and convey the basics of tasting and pairing in a simple way to customers.

Technology can also be an ally, whether with points of sale that use artificial intelligence to suggest wine styles, or with educational materials provided by suppliers.

Promotional decks are another effective bet. According to Jama, options like a “BBQ kit,” “Father’s Day kit,” or “End of the year sparkle kit” work well, as do promotions like “buy wine, get a cheese board.” These actions help encourage joint purchasing of complementary products, such as wine and foods that pair well with each other.

The advantage of the small retailer, according to the bartender, is the personal service and shopping experience. “Some of the big retailers have beautiful wine cellars, but few are able to deliver a great experience,” he comments.

For those who want to grow in this category, Gamma recommends looking for good partnerships with importers, who provide support in the procedures and selection of exclusive wines, which cannot be easily found in the competition.