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On-trade wine lists missing a trick
The on-trade is missing valuable opportunities to maximise wine sales, despite the number of UK consumers choosing to drink wine in their establishments reaching an all-time high.
Although the Wine Intelligence report found that 69% of regular wine consumers are now ordering wine in pubs, bars and restaurants – a figure which surpasses pre-recession levels – a “significant proportion” of these consumers find the wine offer disappointing or difficult to navigate.
Pubs in particular were singled out for their weak wine offers, with the report highlighting “the perceived poor quality of wine served, and lack of apparent focus on the wine offer in terms of point-of-sale materials.”
Despite the understandable reluctance of many on-trade outlets to stock the same brands that are available more cheaply from multiple retailers, the Wine Intelligence report suggested that consumers might not be put off by this scenario.
In their desire to see a greater number of familiar brands on pub wine lists, nine out of 10 consumers surveyed said they would not be put off by seeing a recognisible supermarket brand, with 55% confirming that they feel more positively about a wine list featuring well known brands.
Lulie Halstead, CEO of Wine Intelligence, said: “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.”
Gabriel Savage, 22.03.2011
Very good research backed up by our work on the ground. However don’t miss the fact that consumers feel ripped off if they see the same wine brand in on-trade as supermarket at substantially lower price. Consumers want brands – reliability, quality assurance, taste, knowables, but not at any price.
Very interesting article