Constellation Europe is launching a special sales kit for its Stowells wine brand, in order to improve sales across the on-trade.

Stowells 'toolkits' will be sent out to quarterly to every pub and club that stocks Stowells, in a bid to boost confidence and selling techniques in the on-trade wine category, Constellation said today (17 July).

The group hopes the packs will help licensees maximise their wine sales and improve their wine knowledge into the bargain.

Clare Griffiths, vice president of European consumer marketing at Constellation, said: "This initiative will help increase licensees' wine knowledge, which will in turn help sales.  It will also deliver occasion opportunities and promotional activity to drive additional volume to benefit all our on-trade customers." 

The Stowells Toolkit comprises of a detailed newsletter and calendar to provide help with ranging and selecting Stowells wines, give merchandising and category advice, plus ideas for occasions and promotions. Tips on serving and storing Stowells will also be contained in a quarterly newsletter.

Each quarter the newsletter will focus on a different region in the world, in which Stowells is produced, and also include ideas for food and wine pairing.

A new Stowells website, www.aroundtheworldwithstowells.com, which will carry the same messaging online, will be launched simultaneously with the Toolkit in July.

For more information, on-trade outlets should call 0800 917 5866.

At the end of last year, Constellation Europe said it would cut 50 jobs in the UK, due to duty tax rises and tough trading conditions.