Winning ways with wine

Wine has finally started to become an established part of the pub serve and Nigel Huddleston finds there are plenty of initiatives which can help deliver better results.

Pub wine has come a long way since the solitary and surreptitious bag-in-box under the counter — but there's still, arguably, a long way to go.

A decent range and by-the-glass are, thankfully, becoming the industry norm rather than part of an alien landscape, and many pubs are looking to take that extra step to build wine as a real business rather than simply a presence. As pubs move up the scale in wine, it be-comes ever more important to think outside the box. The better you get, the higher the customer expectation will become.

Drinkers will start to look for better glassware for example, an ice bucket at the table where appropriate, or a range of serve sizes and styles to suit the occasion.

One emerging trend appears to be serving wine in carafes. These typically offer a 500ml serve, ideal for a couple sharing a quick, informal meal or a not-too-boozy business lunch.

Supplier Matthew Clark is launching a 250ml carafe initiative in August, taking the standard large-glass pub option and refashioning it as a modest sharing serve.

Marketing director Gary Squire says: "It will support our customers so they can offer better wines at a price point that reduces the risk to their consumers. This will be tailored to pubs on the high street that have drinking occasions for the after-work crowd."

Helen Davey, wine category manager at WaverleyTBS, says carafes "particularly suit diners, removing the pressure to finish off a whole bottle".

Customer tastings​

A second popular development in the category is the move to hold customer tastings, which are a great way of getting feedback before you've invested money in stock.

Davey says: "Any good supplier will be able to work with you on a session such as this and it means your customers feel included and valued for their opinions."

Patrick Remmington and Jo Marrion, at the Six Bells in St Albans,

held a tasting with their supplier WaverleyTBS recently and have made changes to their list as a result, including the replacement of an oak-heavy Aussie Chardonnay with a more subtle Burgundy.

Such moves can be more than just cosmetic, helping a pub to persuade customers to trade up. What better way to get people buying more expensive wine than by selling one they chose themselves?

"I was amazed that customers — men and women — were so keen to take part and were very vocal in their choices and opinions," says Remmington.

"They really liked some of the wines that we don't have on the list and said they don't mind paying more for better quality. It really opened my eyes."

Davey adds: "Wines such as Chablis or Chateauneuf du Pape are window-dressing for your wine list that customers will recognise as good quality.

"You may not sell a lot of them but it shows that you have a range of wines for all tastes and pockets."

Foster's EMEA — which owns brands such as Penfolds and Rosemount — recommends investing in staff wine knowledge training to make them a more effective salesforce in the pub.

The company offers tailored programmes for on-trade staff and claims they bring a 5% uplift in sales.

UK commercial director Neil Barker says: "The wine sector is very confusing for consumers and they often buy by grape variety or price rather than through education or knowledge.

"They need guidance in what to choose to best suit their budget and palate and this is where trained personnel can add great value."

Staff tastings​

Davey at WaverleyTBS says pubs should hold regular staff tastings to familiarise themselves with new wines that are being added to the list.

"It's likely that you've got one or two new members of staff since the last session and they all need to try the new wines and understand the reasons for including them," she adds.

"At the very least they should try the wines served by-the-glass as they're going to be the highest volume sales. If a customer asks for a medium dry white, which wine should they offer?"

Enlisting the help of suppliers is a great way for pubs to move up to the next level but, as some of the case studies shown here demonstrate, it's the creative ideas that come from within that can be the most effective.

It could be something as simple as sourcing wine memorabilia, in the same way that pubs are often adorned with brewing artefacts, to give the impression that you're as serious about your wine as you are your beer.

Or it could involve investment in quality glassware or temperature-controlled storage to ensure custo-mers get a great wine-drinking experience.

But whatever you do, with wine still one of the healthiest categories in the drinks market, don't leave it too long.

Moving on up — top tips for wine success​

• Tweak your wine list to take into account seasonal changes in the food menu

• Invest in staff training

• Make the most of supplier help and advice

• Offer staff incentives to get behind wine

• Get staff to champion individual wines on the list

• Keep wine descriptions short and sweet to avoid confusion

• Offer wine flights to encourage trial of different wines of similar styles

• Scour auctions and sales for wine-related paraphernalia that could be used to brand your venue as a wine pub

• Use wine of the week/month deals to encourage trial

• Suggest wine matches for specific dishes on the menu

• Place wine in key merchandising hotspots

• Invest in equipment such as wine sinks, temperature-controlled storage and quality glasses

Wine on draught​

The quality of draught wine has improved dramatically in recent years and it shouldn't be overlooked for busy outlets.

Clare Griffiths, vice-president for European consumer marketing at Constellation, which has Stowells and Jack Rabbit as draught options, says draught's big advantage is "no waste and no lost profits".

Constellation can supply a three-header fount that increases visibility and delivers consistent serving temperature, she says. "More and more outlets are buying into the convenience of draught wine", she says. The format is quick and easy — perfect for city-centre bars during high-footfall periods."

• For more ideas on boosting wine trade look at Winning ways with wine​.​