Hatch Mansfield trials premium wines on tap

Hatch Mansfield is trialling premium wines on tap, which is says has the potential to boost the engagement of millenial consumers with the wine category.

Villa Maria owner George Fistonich, has embraced the new innovation

The upmarket wine supplier has already rolled out its first on-trade trials at Raymond Blanc’s Brasserie Blanc, as well as at London independent wine shop, M Wine Store, part of Victoria’s M Restaurant.

Commercial director Mark Calver told db the improvement in the technology had make it possible to create the perfect serve for premium wine, which would boost the perception of wines on tap.

Hatch Mansfield has launched the service with wines from Pascal Clement, and New Zealand boutique winery, Thornbury, which is owned by Villa Maria Estate.

“We wanted to start with a small wine brand and it was Sir George Fistonich, CEO of Villa Maria, who introduced the screw cap, so he was keen to give this a go,” Calver explained.

It is using the KeyKeg technology, which was also used by Bibendum, which launched its nine-strong wine on tap range last year. The system was originally developed for beer by the German producer, but Calver said it was well-suited to premium wine as the keg and double aluminium liner system ensured no gas could come into contact with the wine, removing any risk of oxidisation or drawback from the tap. The gas flows between the bag and liner and squeezes the liquid out, so the wine is not frothy when it is pulled, he added.

“For us, it was very important to find a vessel to do the perfect serve in the on-trade,” he said. “If we can deliver the perfect serve message, then we wouldn’t want it to use a cheap wine on draft, as that won’t get over the consumers’ threshold.”

In the on-trade, the wine was designed to go through a chilling system that would ensure the perfect temperature and use the constraints of the cellar and temperature rises to its advantage. “The white wine is delivered at 3 degrees, so [given that it] takes 20 minutes to drink, half way into that, it will be at 9 degrees, while the red comes at 12 degrees, so after ten minutes it will be around 16 degrees,” he said.

He said the wine on tap trend had the potential to be as successful in the UK within five years as it had been in the US, arguing that it was necessary for the industry to get on board.

“As a wine industry, if we don’t start engaging [millennials] in a more interesting way, we won’t have an industry,” he warned. “We must keep our minds open and not think millennials will come into the wine market when they are ‘old enough’ – it might not happen and then we will be worried.”

“This makes wine engaging so people will try it – it takes the scary out of wine.”

He said the kegged system not only translated into the on-trade, but would also make it possible to serve premium wine at events, which had seen huge growth, particularly among younger consumers.

“These could be run as a unit so might be mileage at premium events, which millennials attend,” he said.

Off-trade trial

M Store’s wine director Zack Charilaou told db that he was keen to gain feedback for the kegged wines in the retail store and see how it could extend the concept.

The retailer is starting with the two wines, but Charilaou is keen to roll out more wines, saying that ideally he would like six taps, showcasing wines from each area that the restaurant specialises in – France, Italy, Australia, South Africa, Argentina and the US – and potentially featuring wines that link with the wine shop’s blog, partly to ensure continued interest for its customers. A collaboration with leading Argentinian winemaker Susannah Balbo of Susana Balbo Wines’, who supplies two of M restaurant’s top-selling Malbecs is in the pipeline, and it is also talking to other “iconic” wine producers, he said.

“We will trial these two and if they work then we will definitely roll them out into the shop,” he said, adding that he would be keen to see then in the restaurant, although it was too early to make any decisions.

The quality of kegged wines has improved immeasurably, Charilaou said – he alikened it to a Coravin style system rather than the traditional bag-in-box – and this had removed the fear of the wine having a questionable shelf-life either in the store or in a restaurant.

“This is perfect for the restaurant, as there is so much fear around [shelf-life] – if you only sell one glass a week, one a month, or 5L a day, it won’t oxidise,” he said, pointing out that wineries have been reluctant to make the leap as people assumed the quality won’t be as good.

“It is only recently that producers have been entertaining the idea of kegged wine,”he said, noting that they were becoming more relaxed and therefore the market was seeing better and better wines.

“And the more leading and iconic winemakers who buy into it, then more will follow.”

However he added that it would take a long time to see £50 retail wines going into keg.

Charilaou noted that around 95% of wine bought in the UK is consumed on the day it is brought, providing a big opportunity for its refill system.

“There is a massive market for wines that are competitively priced and designed to be drink on the day,” he said.