FEATURE: Getting started in wine

For those starting out it can be a daunting and overwhelming prospect to launch that wine offer.

Especially as trends are moving at a rapid pace. Like other drinks categories, wine has suffered with the current market challenges and changing consumer drinking habits.

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Last year (2024) global wine consumption declined to its lowest level since 1961 – with a 3.3% decrease since 2023. Factors such as inflation, uncertainty and changing consumer preferences were highlighted as having brought the decline. (Source: International Organisation of Vine and Wine).

This is reflected in the UK pub trade where the volume of wine being drunk is also seeing a decline, but interestingly value is holding up – meaning people are drinking less but are happy to pay for what they are consuming.

CGA data found that community pubs have seen wine volumes fall by -2.9% with value up by 1.4%, high street pubs -0.3% and 7.9% respectively, while food pubs, traditionally the home of wine sales, have seen drops of -8% and -1.9% respectively. (Source: CGA OPM P03 Data to 22/03/2025).

It also found that wine from the main producing countries such as Italy, France, USA, Australia, Spain and Chile were all in decline in terms of volume and value. In contrast wine from Portugal, Great Britain, Romania and Hungary were all in growth – even if from a much lower base.

With all this in mind how can a licensee get started on launching that wine offer ensuring they have the right range while appealing to their customers?

Beginners can learn much from operators that have had great success with selling wine.

Cheshire Cat Pubs and Inns, the seven-strong operator, and winners of The Publican Awards Best Drinks Offer 2024 and 2025, has around a third (35%) of its drinks sales coming from wine.

Each pub within the group focuses its wine menu to the local market, with an average of 12 served by the glass as well as an extensive range by the bottle.

Tim Bird, owner of Cheshire Cat Pubs and Inns, says it is important to have a mix of wines from the “usual suspects” such as Malbec, Merlot, Shiraz and New Zealand Sauvignon Blanc to some more interesting ones that sell well such as Sicilian wine Grillo and Viognier.

“Have good wines by the glass. You don’t have to have six red and six whites but crowd pleasers, served in good measures at 175ml, charged at a reasonable price,” he advises.

“It is really important that the quality of the wine in the glass is memorable. As you grow your wine sales you can add more wines by the glass.”

Bird believes that pubs must charge a reasonable price to ensure repeat custom. Its own entry level wine comes in at just over £20 a bottle with the most expensive wines hitting around £50. The exception is The Church Inn near Knutsford, Cheshire, which has a major focus on wine, with prices hitting up to £100 a bottle, appealing to that more discerning consumer.

“If you are overcharging people resent it. They also don’t look at prices and they tend to order a glass of wine and then another glass of wine. They probably should have had a bottle and then get bill shock. That to me is an important place where you start,” he says.

“We want our customers to come and drink wine with us two or three times a week not as a special occasion.”

There is also a need to challenge the consumer by giving them the chance to experience some new varietals.

“We want customers to try something different so we do a Carménère by the glass and a Carignan by the glass. That is trying to carry people on a journey to different grapes,” he adds.

“At the Church Inn people were defaulting to the Pinot Grigio and Merlot. We got rid of them and put in Percorino and Carménère. Within four weeks of the change, customers were asking for Pecorino.”

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Booker is the UK’s leading food and drink foodservice wholesaler with 190 branches across the UK. It serves over 400,000 catering customers with a range of products and services, including a dedicated butchery and fishmongery service, fresh, chilled, frozen and ambient foods, snacks, beers, wines and spirits, soft drinks, store cupboard items, dry goods and non-food supplies. Its brands include Chef’s Essentials, Chef’s Larder and Chef’s Larder Premium, Farm Fresh and Lichfields.

In June 2024, Booker Group acquired on-trade supplier Venus Wines and Spirits Merchants, bringing over 2,000 premium spirits, wines, keg, craft and packaged lagers and ciders to Booker customers.

Staff training

Wine education is key as well-trained staff can have a real impact on sales and customer experience. Bird says it is “really important” that staff are knowledgeable and able to make recommendations to customers.

“Even if you are not keen on wine have your favourite that you can talk about. If you can do that with the guest they are going to be reassured and trust you,” he says.

In addition, he advises licensees starting out to cultivate a relationship with a wine merchant who can educate, train and write the wine list for the pub.

“Talk to the wine merchants and pick one or two. If I was starting out, I would have two wine merchants because then you can play the price game and you can also taste what is best from one versus the other,” Bird says.

“We make our wine merchant work very hard for us. They have to bring new grapes to the party that we haven’t heard of and they have to bring wine with a story.”

Owner of the Unruly Pig, Brendan Padfield agrees. He says having two wine merchants is important for a fledgling operator as they need to be able to barter on price and product.

The Unruly Pig, which is the current number one on the Estrella Damm Top 50 Gastropubs list, offers 70 wines on its menu, with 69 by the glass, giving an eclectic choice to its customers and enabling it to cater to those driving to the destination venue as well as cater for different occasions.

However, Padfield suggests new licensees setting up their wine list need to go for “less is more.”

“Unless you are prepared to invest in quite expensive technology then you need to limit those wines you offer by the glass because you need a rapid turnover or the wine is going to go off,” he says.

“Wherever you are positioned in the market, the usual suspects will always sell, namely Malbec, Sauvignon Blanc, Pinot Grigio and Prosecco, and you can optimise the pricing on those because people will order them. They don’t tend to focus on the price and you can make more margin on the populist choices,” he says.

He recommends that licensees not to be too adventurous initially by limiting the list so they can talk knowledgably about the wine they are selling.

He adds: “Make sure the wines you choose are wines you are proud of. And are happy to drink yourself.”

Wine specials are also a great way to keep people interested and engaged and have the benefit that they can be offered at mark up, Padfield reveals.

Shepherd Neame wines and spirits manager Michael Prior agrees guest wines and specials can be a good approach.

He recommends that licensees should start ‘small but interesting’ with wine selections treated like menus that can and should evolve. Keeping the list small initially means it is very easy to add to as it becomes more apparent what works for the business.

“Be sure to cover all the favourites Sauvignon, Pinot Grigio, Merlot, Malbec, and a lovely salmon pink Rosé. Also add something interesting ‘a Vermentino’, possibly a delicious Pinot Noir. Sell all by the glass or bottle, a simple Vacuvin device will ensure little to no waste. Don’t make it complicated but make it interesting,” he says.

“Follow trends and ask your customers what they like to drink, offer simple wine-food matching. A lovely Sauvignon Blanc with fish or Malbec with that homemade pie, and Rose, anytime summer is coming. As sales grow, try new guest and seasonal wines, always by the glass and the bottle to encourage trading up.”

He says that local independent wholesalers are “super keen” to help, and can give guidance, produce a wine list, supply simple notes for staff, organise a staff tasting and even gift point of sale materials.

But even more important than the types of wine on the menu are giving the customer a great service and experience.

“Always ensure you have good glassware, that the wine is ‘ready to go’ as in already in the fridge, or the reds at cellar temperature not too warm.” he says.

“Make sure it is in great condition, at the right temperature, in a nice glass and has a smiley person handing it over.”

Storage advice

Getting that quality experience right increases the chance of a repeat purchase and that potential loyal customer. But how can licensees ensure they are delivering on that once the wine list has been curated?

Rebecca Hoggett, customer marketing manager at Vinarchy, agrees that quality of serve is important as is knowing the venues’ customers, what they are looking for in their wine choices and when they like to enjoy wine and on which occasions.

She advises them to take help and advice to launch and reach out to suppliers who can often support with brand materials to help with product knowledge, information and marketing/events.

“There are also hospitality business associations such as UKHospitality, which offer a range of advice and information on topics such as training, legal support and also host networking events to get likeminded publicans working together and learning from each other,” she says.

For those in tied pubs lessees or tenants should be able to take advantage of training offered by the pubco or brewer.

“Internal pubco training can be helpful to get started as it tends to cover all need-to-know topics for anyone working in the pub environment; from cellar management to food hygiene, marketing and licensing law,” she adds.

“Ensuring staff have access to these platforms to aid learning and promote development is a really positive thing for them personally and will only improve the quality of service and overall experience customers get from their visit.”

But it’s not just about front of house there are also training and skills needed to keep the wine in top condition back of house.

While that cellar and storage area might be out of sight to the customer it has a crucial role to play in the final delivery.

Hoggett says it is important to ensure each wine is stored at the correct temperature while bottles should be positioned upright and out of sunlight. And don’t forget that all important stock rotation.

Getting that all important advice from a wholesaler is supported by José Ignacio Bascuñan, export director for Europe, Morandé Wine Group, who argues that they can help the pub ensure its wine offer stands out from other venues nearby.

“It’s worth looking at the competition and identifying what could set your wine selections apart,” he says.

“It’s not about having a huge list, but about being selective and offering something exclusive, as well as frequently updating your wine by the glass offering.”

Meanwhile, Matt Davies, managing director, Majestic Commercial, says that while suppliers and wine merchants can work closely with licensees’ they can even help to coach them through their wine qualifications.

Licensees can also get help from the supplier to arm them with different favour profiles as well as the unique stories around each wine.

“This gives them the knowledge and confidence they need to be able to recommend certain wines, which improves their customers’ experience,” he adds.

Meanwhile David Piazzani, head of Wine, Venus Wine & Spirits Merchants (Booker Group), highlights that pubs need to factor in the changing habits of younger drinkers.

“While no and low remains a growing category, ABV continues to play a key role for younger drinkers,” he says.

“And it’s worth noting: today’s consumers are more conscious than ever. There’s growing demand for wines that are organic, biodynamic, made from PIWI (fungus-resistant) grape varieties, or come from producers with strong sustainability credentials.”

It can be a minefield launching that all-important wine list as a beginner. But there is help out there and that can help boost sales and get customers engaged with wine whatever the style of pub venue.