Revamp for wine profit with ViVAS

The Priory Arms in Stockwell, South London is working with the ViVAS team to create a wine offering that will attract a broad range of customers and appeal to women.

ViVAS is a joint venture between leading foodservice wholesaler 3663 First for Foodservice and Bibendum Wine Ltd. The ViVAS team are able to provide The Priory Arms with extensive wine expertise while at the same time taking an in-depth look at business efficiencies.

An extensive inheritance​

Graham Bulpett inherited the current winelist from the previous owners. "It is quite an extensive range for a pub," says Julie Fontaine, customer development manager from ViVAS. "Graham wanted a fresh pair of eyes to evaluate the current offering and suggest suitable alternatives or updated offerings that would help to extend his current customer base.

"More than half of the wines on the existing list are being sold by the glass and most are listed on a black board," continues Julie. " Graham is very open-minded and progressive and in our discussions it became very clear that he isn't scared to try something new if it will ultimately improve the business and lead to new opportunities to attract customers."

The Priory Arms is a traditional beer led pub in the leafy suburbs in Stockwell. When Graham took over the lease just under a year ago, he set about turning the underperforming establishment into a destination pub through careful renovations and by offering an extensive range of cask ales and unusual bottled beers.

New way of thinking, new opportunities ​

"Although The Priory Arms is best known as a specialist cask ale pub, there are some quick and easy 'wins' for Graham to increase his wine sales, draw in new customers and upsell to existing pubgoers," says Julie.

"Listening to Graham, it is very clear that we needed to look at a wine list that is more attractive to women and also complements his food offering. The Priory Arms currently offers some English classics, the Sunday roast and Thai dishes that are prepared by a specialist Thai chef.

"In keeping with the current menu, we suggested some interesting wines such as the Austrian Singing Gruner-Veltliner to accompany the Thai dishes. The wine delivers an array of fresh flavours which perfectly offsets the blend of exotic food flavours.

"3663 will be working with Graham on some seasonal menu suggestions, so we've also included some ideas for lighter, fresher alternatives for the summer season like a sparkling rose.

"Simple concepts like a 'wine of the month' will also help Graham to raise the profile of his wine offering. We must always bear in mind that the pub has a very strong beer offering and the wine list should complement rather than try to compete with his extensive beer range.

"We've created a broad enough range of wines that can sell for between £12 and £25 per bottle, so it offers a good opportunity for Graham to increase his profit."

Graham's first thoughts: ​

"I'm always pleased when someone puts a lot of thought into creating an individual offering that suits us. I left the winelist completely in Julie and the ViVAS team's hands and they've put in some interesting and new items that I wouldn't have thought about. I gave the team free reign and they haven't disappointed me, that's for sure. They listened to me and immediately understood the pub's needs. I'll be taking Julie's winelist and using the entire recommendation."

A taster of The Priory Arms suggested wine list​

ViVAS has updated the existing list with interesting selections sourced from around the world, including:

Jackalberry Chenin Blanc 2007 75 cl

South Africa

The Jackalberry range is produced by the Pederberg co-operative in the Paarl region of South Africa and perfectly captures the rich pear, peach and red apple fruit flavours on the palate.

RRP £13.50

Thomas Mitchell SE Australia Chardonnay 2007 75 cl

Australia

The grapes for this range are sourced from selected vineyards in South Eastern Australia and the Chardonnay exhibits the modern Aussie Chardonnay taste palate with tropical fruit and light, creamy oak flavours.

RRP £15.00

Oveja Negra Cabernet Sauvignon/Syrah 2006 75 cl

Chile

A wine that reflects the rich culture of the region. Dark plums and meaty flavours finished off with toast oak.

RRP £15.50

San Polo Prosecco/Raboso Rose NV 75 cl

Italy

The wine originates in the Piedmont region of Northern Italy, an area well known for its truffles and rich history of Prosecco production. One of the UK's first pink Prosecco, the local Italian grape varieties have given rise to a fun rose filled with juicy red berry fruit.

RRP £16.50

If you would like ViVAS to assist you in creating or updating your current winelist, email the team your questions at info@vivas.co.uk ​

They can also assist with basic staff training, POS material and menu production in addition to recommending the best range to suit your customers.