On-Trade News: Wine loses out on £1.2bn

Research from Constellation Europe suggests that nearly a third of home wine consumers do not consume wine in the on-trade.

“That amounts to a potential £1.2 billion-worth of lost wine sales for the pub trade,” says Norrie Donaldson, Constellation’s on-trade customer marketing controller. Constellation commissioned Wine Intelligence to conduct extensive research into wine-drinking behaviour, which highlighted significant potential for wine sales in the on-trade. The research suggested the possibility of increasing the number of people who drink wine in pubs by up to 41%.

Presentation of wine was identified as the most important factor, with freshness and temperature of the wine apparently
also playing an important role in consumers’ decision-making process. The research also identified different pub categories, as well as different types of wine consumers.

© db September 2006