Pick n Pay’s annual Wine & Food Festival attracted close to 4 000 Johannesburg visitors this past weekend.
Up fifteen percent from last year, demonstrating how far the retailer has come in revitalising its offering over the past 18 months.
Over and above the 71 wine farms that festivalgoers had to choose from they were also treated to an enhanced line-up of culinary and lifestyle experiences, from live chef demonstrations to curated food and drink pairings. New additions included rugby activations where guests could meet rugby heroes Steven Kitshoff and sample his Bomb Squad beer, boerewors and marinade and rub shoulders with Trevor Nkanye and taste his Bomalumz wines.
“People are mixing drinks at home and entertaining more than ever, often learning from platforms like Instagram and YouTube,” said Gavin Levers, Executive: Liquor & Tobacco at Pick n Pay.
“We wanted to bring that trend to life for our customers, and the feedback was overwhelmingly positive. Over the last 18 months we have revitalised our fresh ranges in bakery, produce and proteins, and introduced a wider offering of global ingredients. We’ve brought chefs and food technologists back into the business to showcase just how gourmet our offering has become.”
Levers said Pick n Pay’s on-demand grocery service, asap! offered 35 000 SKUs – the most of any on-demand app in South Africa. “This gives our customers access to our extensive range of food, drink and homeware products and appliances at the tap of a button,” he said.
The liquor category saw the debut of the Pick n Pay Liquor Mixology Theatre, where festival-goers tried their hands at mixing and getting creative under the guidance of Diageo’s cocktail experts.
“Cocktails are trending, and we wanted to create an interactive space to introduce new customers to the category while highlighting the versatility of spirits and wine,” said Lauren Hoard, Trade Marketing Manager for Liquor at Pick n Pay.
“Many festival-goers did not realise you could use wine to make cocktails. It was also opportunity to introduce up-country consumers to unfamiliar wines, many of which were on special, as a way to support the South African wine industry that is under immense pressure.”
Broader lifestyle offerings such as a beauty lane and indulgent experiences with chocolate and cake suppliers brought in-store ranges to life. Sustainability was a key focus, with displays to educate customers about Pick n Pay’s ongoing work for People n Planet.
“The festival reflects our omnichannel lifestyle strategy,” said Hoard. “We cater for a diverse customer base and must appeal to younger, aspirational shoppers who are our future customers.
The insights gained help us shape future events and other customer touchpoints, while demonstrating Pick n Pay’s goal to be known as the fresh food people in both gourmet and affordable categories.”
