Not to be sniffed at
With the popularity of New World wines increasing publicans should cash in
Research shows that people are more likely to drink wine at home than in the pub, but the Christmas celebrations could be your chance to prove to them that the quality of pub wine these days is not to be sniffed at.
A safe bet could be to offer a range of New World wine brands - exactly the ones people have got used to enjoying at home.
For instance, latest off-trade figures show that Australian wines are growing at 11.6 per cent a year and they have increased their share of the total wines category to 16.4 per cent.
Drinking Australian wine at home is becoming a way of life for consumers and as they grow to know and like the different varieties available they will be looking for the same brands and varieties during their evenings out.
"Australian brands deliver consistency, quality and value-for-money and they are instantly recognisable, giving on-trade consumers the assurance they are getting a wine they like and trust," said Richard Wilson at BRL Hardy Wine Company which supplies the Banrock Station brand as well as the Hardys range. "In addition we should not overlook the benefits to barstaff in selling brands that they in turn know and trust."
BRL Hardy Wine Company has a wide portfolio of Australian brands such as Hardys Stamp of Australia, Hardys Nottage Hill and Banrock Station with a strong and loyal consumer following in the off-trade which is being replicated in the on-trade.
Both Hardys and Banrock Station are being supported with advertising in the run-up to Christmas. Hardys kicked off the second phase of its 2001 promotional campaign in September, taking its spend for the year to £1.3m.
The campaign theme - "Hardys. Makes a great impression" is being communicated through national television, press and cinema ads and will reach an estimated 13 million people.
Banrock Station is offering consumers more choice this Christmas with two new red varietals, Merlot and Cabernet Sauvignon, which will feature in a £500,000 advertising campaign during the Christmas season.
The campaign underlines the brand's support of the conservation of wetlands and their wildlife around the world and can be seen in cinemas across the country, on London Underground and on South West Trains.
BRL Hardy is also working with the on-trade to develop promotions which will convert sceptical drinkers to wine.
"Historically, wine has had a poor reputation in the on-trade," said Richard. Now brands are creating a new, positive platform for wine and promotions are helping to increase visibility and trial in the on-trade."
Promotions that have proved successful include up-sizing from 175ml to 250ml glass servings and offering drinkers the chance to buy two 250ml glasses and get the rest of the bottle free.
California wines have also been at the forefront of the wine boom over the last decade, selling more than 84 million bottles in the UK in 2000 and family-owned brand Sutter Home has, unusually, become just as successful in the on-trade as in the off-trade.
British consumers drank almost three million bottles of the brand last year with sales increasing by more than a third every year for the past four years.
"Although the situation has improved, pubs need to develop their attitude to wine and welcome wine drinkers at the bar," said marketing manager Charles Marshall.
"Wines such as Sutter Home, which are widely available and recognised and have a level of quality that reassures new consumers, can contribute enormously to the future growth of wine sales in the on-trade.
"The success of Sutter Home in the on-trade demonstrates that trust commands loyalty among regular wine drinkers. We believe customers are willing to pay more for a credible wine in a pub than in the supermarket, knowing it will deliver on expectation."
The most popular Sutter Home varietals are also available in quarter-bottles that offer a single serve and the opportunity to make a wide range available without wastage.
