Drinkers find wine offer disappointing

Pubs and bars are missing out on increasing wine sales because of a "disappointing" array of products, according to a study by market research company Wine Intelligence.

The study found: "The number of regular wine consumers drinking wine in pubs, bars and restaurants is at an all-time high, with a penetration of 69% now surpassing pre-recession levels. However, a significant proportion of these consumers are still finding the wine offer disappointing and difficult to navigate."

The researchers said pubs were the less effective at making wine attractive and relevant, "principally due to the perceived poor quality of wine, and lack of apparent focus on the wine offer in terms of point-of-sale materials".

Wine Intelligence commented: "The encouraging news is that some simple guidance - easily understood wine lists, and the presence of some recognisable brands - is likely to change consumer behaviour. Respondents in this study said they like seeing brands they can recognise on wine lists: 9 out of 10 are not turned off by seeing a recognisable supermarket wine brand. Indeed, the majority (55%) feel more positively about the wine offer if it has well-known brands on it."

Lulie Halstead, the research company's chief executive officer, remarked: "Many pubs and restaurants still see branded wine as taboo, yet our research shows consumers see things quite differently. In fact, the presence of wine brands in a casual on-trade setting can often provide reassurance and a helpful point of reference for many drinkers - just as they do in beer, spirits, soft drinks and Champagne."