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Helping consumers become more wine wise & boosting wine sales pre-Christmas!

Wine is a dynamic market worth around £5.1 billion and growing at 2.7 YoY*, however the health lobby, tax hikes, changing consumer lifestyles & attitudes, especially amongst Millennials and of course the major social & economic effects of the Covid pandemic have all had an impact. Although still powering ahead with sparkling, fruit flavoured, lower ABV’s & canned, wine perceptions and consumption has undergone major change, which is why the market and the nation continues to need a National Wine Week to help educate and refocus!

*Source The Grocer – Kantar – 2020

10th National Wine Week

Get Wine Wise

 November 15th – 28th 2021

Grocery Gurus are the market-leading, multi award-winning grocery promotional marketers and 2021 will be the 10th year of UK’s National Wine Week which has now evolved from a generic to a sponsored event.

A natural evolution from a generic to a sponsored event!

An altogether better wine experience…

Find out more & secure your brand’s participation here!

The UK's leading wine educational event!

Now moving from a generic to sponsored event, a changed wine format reflecting changed times

Wine remains a key category and has possibly benefited from the ongoing Covid crisis so, with the evolution from generic to sponsored our 9th National Wine Week will further stimulate growth by helping consumers become more wine wise and will be broadly based on our existing multi award-winning, proven promotional format, but in line with the ongoing effects of the Covid pandemic, a changed emphasis; a multi-channel event covering major media, social, on-line and promotional activity & trade support, plus social-sampling & virtual experiential. 

Featuring 6 key activational areas, including Live experiential & Virtual, gallery style wine tasting, plus full support!


Live RoadShow wine tasting

Get Wine Wise RoadShow at major Foodie Festival + London & Regional mainline stations, reach 175k + 15k tasting samples

Virtual experiential + sampling

Live streamed interactive brand experiential + up to 10k individual brand coupons via Grocery Gratis Social-sampling


Radio, print & on-line; 445 pieces – campaign editorial + branded competitions - coverage 71m


Campaign & branded social interactions, target 200k + campaign website, 80k usv’s

Promotional &
Trade support

Downloadable sponsor branded coupons & sponsor branded PoS + Win a Week of Wine

Wine Wise
Rated Wines

Brand/varietal wine recognition registration platform

Branding, SoV & Activation

Hi-impact Branding & equal Share of Voice for all sponsors

Full activation, no call on sponsor resources

Wine categories

Up to 8 exclusive wine categories - Country & Varietal/type

Fully integrated multi-brand, multi-channel campaign

Overall campaign value, approx; £1.46m

Cost of exclusive category sponsorship <1% campaign value

6 key activational areas

Covid Pandexit Planning

Following the notification that all limits on social-distancing will be removed from June 21st we've moved all of our Together Is Better campaigns back to start from July 2021.
We also have contingency plans in place should there be any enforced changes.

  • 1. Live experiential RoadShow tasting

    • Heavily branded Get Wine Wise tasting RoadShow, 7 days at major Foodie Festival + London & Regional mainline stations, with residient Sommalier
    • Overall reach 175k, direct engagement 145k
    • Up to 15k individual brand tasting samples per sponsor
  • 2. Virtual live-streamed experiential & sampling

    • Live-streamed sponsor brand experiential events, featuring virtual gallery, with large interactive consumer wine tasting panel for sponsor varietals, moderated by leading celebrity wine expert, inc. Q&A sessions and dedicated brand feedback/research options.
    • Social-sampling via Grocery Gratis Wine Wise programme – delivering up to 10k branded wine coupons or samples.
    • Overall reach 50k wine consumers and directly engaging with up to 35k
  • 3. Media - Radio / Print / On-line

    • Print/on-line; 95 pieces campaign & sponsor editorial + 110+ sponsor branded competitions; coverage 50 million
    • Radio campaign editorial across 150 stations; average 11 million coverage
    • Radio/on-line sponsor branded competitions across 80-100 stations/sites - coverage approx. 10 millon, average 200-250 entrants
  • 4. Social/web

    • Branded social pages with sponsor posts - Facebook / Twitter / Instagram - interactions 200k
    • Branded campaign website -, inc. sponsor pages 80k usv’s
  • 5. Promotional & Trade support

    • Celebrity wine expert as campaign spokesperson
    • Downloadable sponsor branded link saves & coupons
    • Sponsor branded PoS - direct & downloadable
    • Win a Week of Wine competition
  • 6. Rated Wines

    • Option to enter wines for National Wine Week consumer tasting panel to gain Wine Wise Rated Rated Wine recognition.

Wine categories we’d love to fill…

Wine – Countries



New Zealand
South Africa
Other European
Other US

Wine – Types


Fruit Infused
Spirit infused
Lo-no alcohol

All-inclusive campaign activational cost

Exclusive product categories, with everything being included; planning, full activation/sampling, staff, creative, media/social, promotional & full reporting etc. in the cost. No call on brands marketing resources. Only additional cost; product for sampling/prizes & any price promotion support.

Together Is Better in 2021/22

12 Targeted campaigns covering most
major grocery occasions or categories

We live in an ‘Experience Economy’ and Grocery Gurus is a dedicated promotional marketing agency that creates, owns & activates ‘Together Is Better’ – multi award-winning, multi-brand, multi-channel shared grocery brand experiences.

Running, and Covid pandemic permitting, from July 2021 but with a changed format reflecting the ‘New Norm’, our category or occasion based grocery experiences bring together synergistic brands within an integrated experiential, & media/social promotional event, creating much greater shopper engagement and brand cut-through at a very much more cost-effective rate than other grocery experiential or promotional activities!

Our 2021-22 Together Is Better campaigns

Click on a panel to visit a campaign trade info site

Covid revised date
July 2nd - 11th

25th National BBQ Week –
BBQ & alfresco eating

Covid revised date
July 16th - 25th

1st Veggietopia + Flexitaria -

Covid revised date
August 20th - 30th

21st Gastro Alfresco –
Alfresco eating & entertaining

Covid revised date
September 6th - 19th

1st Free From Fortnight –
Free-from & Well-being

Covid revised date
September 24th - October 3rd

5th It's Lunchtime –
Brunch & Lunch

November 15th - 28st

4th Get Wine Wise + 10th National Wine Week – Wine Education

Covid revised date
December 1st - 12th

1st Mixorama –
At-home cocktails

New campaign
January 10th - 23rd 2022

1st Come Diet With Us –
Dietary & Healthy living

Covid postponed to
February 7th - 20th 2022

5th Dinner To Dine For -
Big Night In & Meal-treat

Covid postponed to
March 2022 (exact dates to be advised)

5th A Better Breakfast + National Deskfast Day – Breakfast

New campaign
April 2022 (exact dates to be advised)

1st Time 4 Teatime –
Teatime & Early evening meal

Altogether better experiences…

Fully sustainable campaigns

All of our campaigns are now fully sustainable with each campaign also contributing to & supporting environmental & social charities to help protect people and the planet

Join us on a Wine promotional journey

10th National Wine Week – Get Wine Wise

November 15th – 28th 2021


I’d like to find out more, please send the campaign deck & options
National Wine Week has exclusive country & varietal categories, reserve yours now


please contact me with press info

Find about more about the 10th National Wine Week and it aims & objectives

For Sponsorship or Media info contact:
  • Grocery Gurus Ltd / National Wine Week 86-90 Paul Street, Hoxton, London EC2A 4NE
  • 020 3872 2523
Grocery Gurus logo
Grocery Gurus – Multi Award-winning, multi-brand, multi-channel grocery campaigns
The originators and multi award-winning UK market-leaders in multi-brand, multi-channel promotional marketing! All our grocery category or occasion campaigns are exclusively operated by Grocery Gurus Ltd and are fully ™trademark protected under UK/EU Intellectual Property Law. Participation in or association with is solely by way of sponsorship and/or agreement with Grocery Gurus Ltd. Contact us: 86-90 Paul Street London EC2A 4NE – 0203 872 2523 – email