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T&J and By The Glass support California Wine Month

Throughout the month of September, wine sellers are embracing California Wine Month and the By The Glass wine dispensing and preservation system. The California Wine Trip – a campaign spearheaded by Off Licence News in partnership with Wine Institute of California, runs in conjunction, and is supported, by T&J Installations and By The Glass. 

The California Wine Trip aims to increase British wine buyers’ familiarity with the breadth of wine that California has to offer – and is supported with the temporary installation of several By The Glass systems at participating independent wine merchants.

The California Wine promotion aims to:

  • Increase the presence of California Wines in the UK 
  • Increase retailers’ knowledge and passion for California Wines
  • Increase sales penetration in the UK off-trade
  • Demonstrate a profitable return for retailers
  • Increase contribution activity from agents/importers
  • Praise California Wine ambassadors

This year saw a staggering number of entries, and eight Independent Wine Merchants were selected to attend an all-expenses paid, week-long buying trip in June. Retailers are in the process of running an in-store promotion of California Wine throughout the month of September, which happens to be California Wine Month. Throughout September, retailers support and log sales of California Wine, aided by a loaned By The Glass wine dispense system; they then submit their sales figures in October – with a winner to be chosen in November.

By The Glass’s involvement with the campaign has given its product extensive exposure to the country’s off trade wine industry. By The Glass offers the overall winning retailer a stylish Modular System. 

This year, By The Glass has generously offered to loan-out a 2x2 Modular machine to each of the Wine Trip participants throughout the month of September for each retailer to use as part of the in-store promotions - each of these eight temporary installations has been made by T&J Installations. By The Glass is well suited to the off trade environment – facilitating wine sampling on high ticket products, where it would not usually be economical.

By The Glass allows outlets to effectively offer wines in various quantities, from standard glass measures to tastings. The system preserves an opened bottle of wine at optimum serving conditions – without oxidisation – for at least 14 days - longer in most cases, making the sampling of, and therefore possible sale of, higher priced wines a viable prospect. The dispense element ensures samples are poured accurately and at the optimum temperature for that wine, so customers experience the wine at its best.

A recent example of an off trade installation of By The Glass’s wine preservation and dispense system was at Love Wine in Oxford. Here, the system is put to its full off trade use – with customers buying credits to sample wines. The boutique wine shop offers wine tasting events, which in themselves generate income for the business, but also encourage sales of some of the shop’s highest quality wines.

Managing Director of T&J Installations, Ian Jones, said: “By The Glass has excellent off trade applications. Its functionality for wine tasting encourages discovery – and that’s exactly what California Wine Month represents. It’s an ideal partnership and, as many wine traders discover what that area of the country has to offer, they will also see how By The Glass can help them introduce these new products to their customers – cost effectively.”

For more information on By The Glass wine dispense and preservation system, and how it can help you increase sales of premium wines, please contact Ian Jones on 0121 783 8925 or email ijones@tjinstall.co.uk.


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