Threshers in education and sales drive

Off-licence chain Threshers has launched a season of country festivals accompanied by leaflets to help consumers understand more about the wines they are buying. The leaflets are taken from Looking behind the Label, one of the Wine & Spirit Education Trust’s course textbooks. New Zealand is the current country being featured, followed by Spain and Chile later in the year. Chief wine buyer Jonathan Butt told ThirtyFifty that the idea is designed to encourage consumers to make the most of the company’s three-for-two offer. He said Threshers hoped buyers would experiment more, trying for example a Sauvignon Blanc from New Zealand as well as one from South Africa. At the same time, he said, they will learn a little more about the wines they drink.