Waitrose & Partners UK

The Department for Trade and Investment (DTI) has partnered with Waitrose & Partners in June 2024 to facilitate an omnichannel event, promoting South Australian wines.

During the month of June, DTI will support the following activities to showcase South Australian wines to Waitrose & Partners customers to drive consideration and conversion to purchase.

1. In Store Wine Tasting

In store wine tastings will be activated in 35 stores exclusively in June and will be managed by Waitrose & Partners’ in-store wine specialists.
Each store will display three SA wines with a minimum full RRP of £9.99 GBP.
Each Waitrose location will have branded point-of-sale (POS) materials.
Each store tasting will last for 6 hours each and will include full reporting of sales performance.
The store’s wine specialist will manage each tasting; for this to be successful, each appointed winery will need to provide comprehensive materials to enable the Waitrose representative to “represent” the wines to their best ability.

*Exact Waitrose locations are to be determined and confirmed closer to the activation and DTI will be involved in the decision-making process.

2. Waitrose Food – Full Page Advertorial

Waitrose Food is a monthly publication showcasing their food and drink offerings in the UK. It has a circulation of 746,563 and readership of over 3 million. The digital edition carries approximately 100,000 unique views each month and is free to all customers who subscribe to their CRM programme, MyWaitrose. Waitrose Food excels at show casing provenance and quality.

DTI have commissioned a full-page advertorial in the June publication, with the award-winning Waitrose editorial team that is to be wholly focused on the promotion of South Australia as a superior provenance for wine.
The successful wineries featured in the store tastings will be the “hero” SKUs within this content.

3. Consumer competition

Waitrose & Partners will run a customer competition alongside the in-store tastings and advertorial which is a prime opportunity for “Brand SA” engagement with their customer base.
With an average of 19,000 entrants per issue and 30% marketing opt in, this is an excellent opportunity to connect with Waitrose customers and drive engagement with South Australian wines.
As a competition prize, we will work with 6 unique wineries (who must be listed by Waitrose in June 2024), and each winery will provide 6 bottles of wine.  The competition winners will each win a mixed case of wine.
A higher number of prizes (smaller value versus one large “price tag” prize) encourages greater engagement as there are more opportunities to win.

*Please note that this activation will run independently of any promotional activity that you may already have agreed with your distributors and/or Waitrose directly.


Expression of interest to participate in this promotion closed on Friday 8th March 2024.

For further information, please contact:

Karen McConkey
Business Development Manager (Trade)
Office of the Agent General, Government of South Australia
E: karen.mcconkey@south-aus.eu

Bodhi Edwards
Manager, TradeStart
Department of Trade and Investment
E: bodhi.edwards2@sa.gov.au
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Mission Information

1 Jun 2024 - 30 Jun 2024 Food, wine and agribusiness South Australia United Kingdom and Europe Outbound