Nick Elkin, on-trade specialist at E&J Gallo Winery Europe, gives the inside track on making the most of your wine offer
Offer what customers want
Keep up-to-date with the latest trends in the industry. This will help you understand changing consumer tastes and keep your list fresh and interesting. Your wholesaler or supplier should be able to assist you with this, as well as information in the Morning Advertiser.
The growth of rosé
Make sure you include a good selection of rosé wine on your list. Rosé wine has become increasingly popular over the last few years, growing by 79.9% (ACNielsen on-trade volume sales MAT to July '06) with no sign of a slow- down. Rosé is not just for summer drinking - in fact, December 2005 saw rosé sales volumes up by 67.2% on the previous year.
Importance of brands
With so many wines to choose from, strong brands are always popular. When buying a branded wine, the consumer is safe in the knowledge they will get a good-quality wine and value for money. Brands are particularly important for the rosé category - 81% of rosé wine sales come from branded wines.
Variety is key
It is important to have a varied wine list, offering wines from across the globe. Keep an eye on off-trade wine sales to see what consumers are buying - sales of US wine are currently under-represented in the on-trade, with an 8.5% market share, compared with 15.8% in the off-trade.
Food and wine pairings
Make sure the wines on your list complement your food menu. Work with the chef to bring the food to life with wines that accentuate their flavours.
Help your customers feel confident in their choice
Many people are not comfortable choosing wine to go with their meal. Make them feel at ease by writing wine suggestions against the dishes on your menu. This will also encourage some people to buy wine with their meal who otherwise might not.
Talk to your customers
Know what your customers want. Talk to them and find out which wines they enjoy and buy on a regular basis. It's a simple but effective way to discover first-hand what people like and dislike.
Choice without wastage for
lower-volume outlets
You can provide variety and reduce wastage by offering a range of 187ml wines - single-serve measures. These wines are also a perfect way to encourage customers to branch out and try new styles.
Know your white wines
Lighter and more aromatic styles like Pinot Grigio and Sauvignon Blanc are growing in popularity. Pinot Grigio sales are up 70.2% and Sauvignon Blanc is up 17.1% (ACNielsen volume MAT to September 2006). So make sure these varietals are on your list, as well as the classics like Chardonnay.
Trading up
Encourage the customer to trade up. Don't list wines by price point. Instead, group them together by flavour and work up in tiers, so you're displaying good wines, better wines, and then finally, the best ones.
Staff training
Good staff training is imperative when selling wine. Well-trained staff have more confidence to recommend wines and are, therefore, able to encourage the customer to try wines on your menu and to trade up. Make sure your staff know a few key selling points for each wine on the list.