Wine Focus: A world of ways to improve your wine offer
Peter SpencerSenior vice president of UK sales, Constellation Europe
It can be very easy to make money from New World wines. A little knowledge and passion go a long way. People want to drink nice wine, but they're not always sure which ones to try. Here are some simple tips to help you maximise your profits:
• Ensure you have some New World wines available across all price points, from entry level through to premium• Your customers will look to your staff for guidance on which wine to select. Allow staff to sample the wines so they can recommend them on personal experience
•Pick out a small selection as your recommended wine and ensure staff know the wines and can be confident in suggesting them to your customers
• If you serve food, ensure your wine list complements your menu and recommend wines to go with the food available.
Henry John
VivasVivas is the new wine brand set up by Bibendum in conjunction with food service company 3663
Many of the problems with New World wine lists are founded on the fact they are formulated in a very tired way.
Wines are listed country by country. There are better ways, such as focusing on style. Style is a very positive way to start people off. And there needs to be much more merchandising and wines by the glass. Consumers are quite savvy and they don't mind paying more for good service and wine from a well-presented range. Price is not everything.
Sharon LewisNational account manager, WaverleyTBS
A wine list is not just about wine any more. It's an advert for an operator's business and demonstrates what type of consumer they want to attract. So there are certain areas you should consider:
• The occasion - couples' night out, girls' night out, a meal, a celebration etc.. who are you appealing to?
• Price point - of course! But if we want customers to really enjoy quality, let's get them to trade up so they have a better wine experience. Look at cash margins instead of percentage margins. Would you like to sell more wine with a cash margin, or hold onto stock with your standard GP?
• Eco-friendly - organic, biodynamic, Fairtrade - it's not tree-hugging nonsense, it makes commercial sense to have an eco-section on your list
• Charitable - for example, Blossom Hill pink ribbon for breast cancer has been very popular with women
• Lower in alcohol or calories - it shows that you are being more socially responsible
• Promotions - change your wine promotion by the time of day. For instance after work offer a mini bottle of sparkling between two or for lunchtime occasions offer more wines by the glass or a low-alcohol option. People will also buy into the 'sharing' concept if they're only there for an hour or two rather than a long dinner with partner or friends
• Be brave! Sell top-end sparkling (prosecco is the next 'big thing') or a branded champagne - even better if you can do it by the glass. This opens up the sparkling section for the price point occasion
• Get wine on the bar and on tables - bottle displays, tent cards, lists. Shout your offer loudly! I believe Blossom Hill is onto a real winner with a wine glass shaped font - this says that women are welcome, wines are by the glass and it's a great talking point.
Adrian AtkinsonWine development director, Pernod Ricard
Premiumisation is a major consumer trend that is happening across all categories and all markets with the higher price points showing the best growth in the off-trade.
In addition, our research shows that consumers feel confident with brands they know and trust. In response to these trends you should look to premiumise using well known brands.
We have recently launched new premium collections of New World reds through our leading brands Jacob's Creek and Montana. In terms of super-premium Australian wines, Jacob's Creek has launched the Heritage Collection.
In Argentina, the growth of premium varietals is also apparent. Graffigna Don Santiago is an iconic red produced from high quality grapes from the high altitude Perdernal Valley.
