Poll points way to wine sales success
Nearly a third of all wine drinkers will not buy the tipple in a pub, according to new research by wine giant Constellation Europe.
In a poll of 700 consumers who drink wine at home, only 71% said they would order it in the on-trade. This meant, the supplier said, if pubs
could upgrade their offer, they could potentially increase wine sales by 41% - the equivalent of £1.2bn worth of sales.
The research showed that the main consideration for buying wine in a pub was how it was presented, followed by whether the price was clearly displayed. The actual price was only third in
the list of drinkers' concerns.
Norrie Donaldson, on-trade customer marketing controller at Constellation Europe, said the study also showed that 89% of consumers were happy to buy brands that they were familiar with from supermarkets - despite any difference in price.
He added: "Some of the pub groups we have shared this data with have been very surprised. There is a 41% gap in potential sales to close and one quick fix would be to make sure that a pub's rosé offering was right.
"Price is also important, but it's relative, depending on the style of outlet."
The top 10 considerations when buying wine
1. How the wine has been looked after
2. Whether the price is clearly displayed
3. The price
4. Whether it's a familiar brand
5. If it is described in an appealing way
6. If the bottle is visible behind the bar
7. Whether it goes with the food ordered
8. If it's sourced from a familiar country
9. If it has been recommended by a friend
10. If it has been recommended by bar staff
Television without frontiers
Television Without Frontiers is an EU Commission directive that satellite suppliers say allows the use of smartcards from European countries in any other European country.
The Commission website explains: "The directive establishes the principle that member states shall ensure freedom of reception and shall not restrict re-transmission on their territory of television programmes from other member states."
