Sipwell Wine Company offers high - quality wines with a diverse range, including unique options like bubbles and chilled red wine. It shows strong summer popularity, indicating significant seasonal sales potential. However, the brand faces challenges such as slow sales, especially in winter, limited market presence, and packaging preference issues. To enhance retail performance, category managers should focus on leveraging the seasonal strength by promoting summer - specific campaigns. They can also work with the brand to improve packaging to increase shelf appeal. Additionally, exploring new distribution channels and partnerships can help expand the brand's market reach and address the limited market presence problem. These strategies will capitalize on the brand's strengths while mitigating its weaknesses.