Unitas Wine Study

Unitas wanted an objective and thorough analysis of the wine category to develop best practice for independent retailers & wholesalers to grow sales.



Unitas asked TWC to conduct a deep-dive on the wine category to enable the group to supply more tailored and impartial advice on what wines to stock and how to range and merchandise wine in independent stores & depots.



TWC conducted the deep dive using shipments data from the Unitas Data Service (UDS) – powered by TWC Technology – retail market data as well as supplier insight. TWC sifted the data and insight to deliver objective analysis of category performance. However, limited data about truly independent, small format stores – Unitas’ core retail customer base – drove a need for new research to understand who the consumer is in independent c-stores, what their need state & decision process is when buying wine and also how independent retailers are choosing what wine to stock.



The deep dive identified the appropriate wine range and merchandising solution for Unitas’ wholesalers and independent retailers – based on a deeper understanding of their consumers and the shopping missions they serve. Furthermore, the research identified the need to provide further advice to retailers on this challenging category. Unitas is about to trial POS, range and category guides for depots and in-store, prior to a rollout across the wider estate.

TWC has been pivotal in helping Unitas to better understand the challenging wine category and develop a range that is right for our wholesalers and their retailers. Their unbiased approach to reviewing the category and the thorough interrogation of both the sales data and supplier insights has really helped Unitas to recommend a category range and merchandising solution that is right for our wholesalers and their retail customers.
John Kinney

Managing Director, Unitas