RANDALLS STARTS NEW YEAR WITH FIRST SALE ON ALCOHOL

RICHARD TURCSIK

HOUSTON -- Randalls Food Markets here ushered in the New Year, and its new wine and beer department, with its first-ever chainwide sale on alcoholic products.

Randalls ran a four-color double-truck ad the Wednesday before New Year's that featured hot prices on beer, wine and champagne, with extra discounts for case purchases.

The sale was a success and exceeded projections, according to Mike Perry, category manager.

"The ad was very effective, especially for the stores where we had the whole planogram instituted," he said. "We have become somewhat aggressive in merchandising that category."

Among the items featured were Ballatore Spumante, $4.99 a bottle or $54.99 a case; assorted Andre champagnes, three bottles for $6.99, $24.99 a case; Martini & Rossi Asti Spumante, $8.99 a bottle, $105.99 a case; and Moet & Chandon White Star champagne, $17.99 a bottle.

Beringer white zinfandel was $3.99 a bottle, or $54.99 for a 15-bottle case; assorted 4-liter jugs of Carlo Rossi wines were $6.69, or $25.99 for a four-bottle case, and Franzia Mountain Chablis was $6.99 a 5-liter box.

Also featured were 12-packs of Budweiser or Miller Lite beer for $5.95, with a limit of two packs per customer.

Late last year, Randalls changed a long-standing policy against selling alcohol. It began selling beer and wine with a 14% or below alcohol level at its stores in December. The chain put the new department in a back corner.

"There is a little variance as to where we merchandise our beer and wine, but pretty much we keep it in the back corner to the left, and overall that is where it is going to be," Perry said.