Threshers ad review to fight supermarkets

Threshers, the off-license retailer, has called for a review of its 2m advertising business as part of a move to fend off competition from the supermarkets.

Threshers, the off-license retailer, has called for a review of its £2m advertising business as part of a move to fend off competition from the supermarkets.

It is understood that the retailer is in the early stages of a review, and has contacted a number of undisclosed agencies. The review is thought to be for the Threshers brand, but could be extended to include the group’s sister brands.

The retailer is believed to have previously used agencies on a project basis for all its brands. Poulters in Leeds previously worked on a project basis for its sister brand Wine Rack.

The off-license sector has become increasingly competitive in recent years, as the giant supermarket groups have ramped up their offering. Threshers is keen to claw back market share from the supermarkets who currently have around 66% of the market. Threshers has launched a number of initiatives, including a wine club called On Taste, which it unveiled in November last year.

Last Christmas the alcohol retailer hit the headlines when a 40% online discount scheme, designed for staff and their families, backfired when the voucher was posted on websites and blogs. The alcohol retailer subsequently saw a 60% uplift in sales.

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

In 2005, the company bought 200 wine shops from Unwins after the wine merch-ant went into administration.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at or on Twitter @tomfishburne See more of the Marketoonist here


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