Threshers Reviewing Christmas Advertising Budget

14/08/2007

Off-license retailer Threshers has ordered a review of its £2m advertising business as part of a strategy to compete with supermarkets during this year’s Christmas party season.
The retailer is in the early stages of its review, and has reportedly contacted a number of undisclosed agencies. Threshers is believed to have previously used agencies on a project basis for all its brands.

It is not known whether the review will extend to the group’s sister brands, or whether it will be focused on Threshers alone.

Last Christmas party season the alcohol retailer made news when a 40% online discount scheme, designed for staff and their families, was leaked, resulting in the voucher being posted on websites and blogs. The alcohol retailer subsequently experienced a 60% sales increase.

The off-license sector has become increasingly competitive in recent years, as the giant supermarket groups have slashed their prices and expanded their product ranges. Threshers is keen to recover market share from the supermarkets who currently dominate approximately 66% of the market.

Threshers has launched a number of initiatives, including a wine club called On Taste, which it unveiled last year in November just as the Christmas party season was getting into full swing.

Threshers is the UK's largest off-license chain and has over 2000 outlets across its Threshers, Wine Rack, The Local and Haddows brands.