Wine offers huge potential

Marketing wine in the right way will boost profits.

Paying attention to how wine is marketed is not only fundamental to how a pub decides upon its wine offering - it is also a huge opportunity for profitable sales.

The last Publican report recognised wine as the greatest opportunity for growth - more so than for any other category.

Although the wine category covers a huge variety of styles and origins, the principles of category management are exactly the same as for any other category.

You will need to address:

• product quality and service
• the drinking occasions
• the range to offer
• visibility and merchandising
• appropriate promotions.

Quality and serve​

• You will need to have the appropriate format for your outlet to ensure a fresh glass of quality wine every time.
• Storage and presentation issues need to be addressed.
• Offer a "decent" measure - Stowells of Chelsea is unique in offering single serve in both 175ml and 250ml.
• Present your wines and demonstrate that you take wines seriously.

Drinking occasions​

Wine is appropriate to many occasions given the variety available. Consider stocking wines to accommodate:

• a big night out/celebration eg single serves for speed and convenience and perhaps sparkling wines
• sociable get togethers eg popular brands like Stowells of Chelsea dispensed via wine cabinets or 75cl bottles
• meeting friends for a quiet drink eg sharing a bottle of Penfolds or Lindemans
• with food eg match your wines to your food offering.

Range​

The wine selected is fundamental, consider:

• the type of outlet
• the types of consumer
• the different drinking occasions
• the space available for the storage and dispense of wine
• feature the major brands eg Stowells or Lindemans
• consider the dispense format.

Visibility and merchandising​

Making customers aware of your wine offering is key to driving sales - demonstrating that you are serious about wine gives consumers the confidence to choose wine. The opportunities include:

• displaying the wines themselves
• using point-of-sale materials eg ice buckets
• visible pricing on menus, wine lists and price lists.

Promotion​

It is very simple, running effective promotions can significantly increase your wine sales. Options include:

• upsizing with 175ml and 250ml wine glasses
• price promotions
• added value offers eg 250ml glass for the price of 175ml
• wine by the glass
• promote a "wine of the month"
• wine and food matching
• run wine tastings
• run promotional events and
• themed occasions.

The perfect promotion​

"At Grants of St James's Wines we want to help the trade to give consumers what they want."​John Mills, Managing Director of Grants of St James's Wines.​

Grants of St James's Wines (GSJW) the branded wine business of Matthew Clark has an unrivaled insight and can help build wine sales in any type of outlet.

The GSJW portfolio of wines features the UK's No.1 brand, Stowells of Chelsea and some of the finest wines available from California, France, Chile and Australia.

Grants of St James's Wines​Simon Russell: 01275 890351Chris Hewin: 01275 890439