Booker symbol retailers to host drinks festivals this spring

Booker symbol groups are running two major drinks promotions this spring: the Beer & Cider Festival (starts 19 May for eight weeks) and the Wine Festival (28 April for three weeks).

Colm Johnson: ‘These events are a great opportunity for retailers to offer exclusive deals, boost sales, and introduce consumers to new favourites.’

Available across Premier, Londis, Family Shopper and Budgens, both festivals will showcase a selection of top drinks, alongside exclusive deals and new product launches.

The Wine Festival will feature a selection of popular wines, including brands like La Vieille Ferme and I Heart Prosecco, and retailers will benefit from exclusive promotions, discounted multipacks, and strong margins on key lines.

With around 170 wine lines available, Booker is helping retailers drive value through its Mega Deals while also highlighting innovation through a strong pipeline of NPD. Among the exclusive selections for Booker’s symbol group customers are Andrew Peace Masterclass and Wairau Cove.

The Beer & Cider Festival will offer a selection of popular beers and ciders, including Peroni, Stella, Corona, Leffe, Strongbow, Kopparberg, and Thatcher’s. Special deals will extend across a variety of premium beverages, with multipack bundles for brands like Cruzcampo, Heineken, Madri, San Miguel, and 1664 Bierre. Retailers will enjoy strong margins on key product lines, including premium pints and 440ml cans, to help drive sales during the event.

Premier and Family Shopper retailers will offer more than 200 lines across lager, ale, craft, cider, and premium drinks, including regional brands. Backed by Booker’s value proposition and Mega Deals, these ranges are intended to boost basket spend and keep consumers returning.

Retailers will receive promotional support for the festivals, including leaflets highlighting the best deals and products.

Booker’s Retail managing director Colm Johnson said: “We’re excited to bring both the Wine and Beer & Cider Festivals to our symbol group stores, offering consumers fantastic selections of wines and beverages at great prices. These events are a great opportunity for retailers to offer exclusive deals, boost sales, and introduce consumers to new favourites.”