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A shocking 31 per cent of pub-goers would not consider ordering wine in a pub. Ben McFarland advises how to make them take notice.
While beer has its all-singing and all-dancing illuminated fonts and spirits stand proud, all shiny and glitzy, on the back shelf, wine rarely enjoys such a prominent position in the pub. Display and visibility remains the biggest bugbear for the on-trade wine business and marketing executives are forever underlining its importance.
Pub customers only having 15 seconds to make a decision about what they're going to have to drink, is a marketing adage often quoted by brand managers, as is the age-old marketing cliché "eye level is buy level". But while they may be clichés, there is more than a certain truth to them and research suggests the message is still not getting through in some quarters.
There are still licensees who assume that the best place for wine is on the back-bar wedged between the dusty golf trophy, the spillage book and the jar of pickled onions. If the wines are out of sight, more often than not they're out of mind.
This may explain why, according to The Publican's Wine Research in association with Waverley Wines and Jacob's Creek, a staggering 31 per cent of pub customers never even consider ordering wine in a pub.
The reason for this, according to Waverley's Jeremy Dunn, is that customers often aren't given the visual reassurance that wine is a credible choice in pubs. "Wine is one of the biggest profit generators available to licensees, yet more can still be done to make it easy for customers to choose it," he says. "After all, if the wine range is not seen in the first few moments that a customer is at the bar, they are significantly less likely to buy it."
As part of its extensive on-trade training programme, Waverley has made a dazzling array of point-of-sale (PoS) material available to publicans ranging from branded ice buckets and staff aprons to blackboards, table-talkers and back-bar friendly wine racks.
"Outlets can improve their wine offer hugely by working closely with suppliers and taking advantage of free PoS material. Even if space is an issue there are solutions available," adds Jeremy. "Having well-trained staff, excellent wines and high quality standards is all very well but licensees won't reap the rewards if wine isn't front of mind for the customer when he or she walks in. Wine needs to be seen as well as heard."
Recent research undertaken by Jacob's Creek revealed that a first-rate wine display can grow sales considerably.
Jacob's Creek ran a six-month "Perfect Glass" programme across several High Street bars which concentrated on key aspects of serving and selling wines, including display.
For two months bars were merchandised with dummy bottles, glassware and wine coolers in order to make wine and more specifically Jacob's Creek, more visible at the bar.
Through pre and post-programme interviews, consumers were asked questions relating to awareness of the wines that were available in each outlet. As a result of the program merchandising activity, over 30 per cent more consumers we interviewed were aware that Jacob's Creek was available in the bar.
According to Chris Seale, head of wine marketing at Pernod Ricard UK: "Consumers are certainly not as used to ordering wine in the on-trade as they are beer and spirits. Barriers do exist and it is important to help customers get over them. Clear back-bar displays, wine stored in ice buckets and clearly written chalk boards are all simple cues that licensees can use to improve their wine sales."
The fact that consumers "drink with their eyes" is certainly not lost on the leading wine brands. Both Jacob's Creek and the Waverley brands are adorned with striking and eye-catching labels that will capture the customer's attention.
Gone are the intricate details of the lesser-known Château something-or-other in favour of the "does exactly what it says on the tin" approach that uses clear, concise and colourful designs that leave the customer in no doubt about what they're getting.
"Both Oliver & Greg's and Moondarra leap out at the customer and should be used prominently in back-bar displays or by licensees looking to improve their front of bar presence," adds Jeremy.
When asked how they display their wine offering, 62 per cent of licensees interviewed as part of The Publican's Wine Research opted for the back bar. Just over half used wine lists, 48 per cent displayed their wine in the fridge and only 17 per cent opted for table-talkers.
Customers, however, cited wine menus and lists as the most effective way of communication, with blackboards less popular with only 18 per cent of the respondents' vote.
It is useful to exploit what the marketing folk refer to as "hot spots" with wine displays. Hot spots can include food service areas, cabinets and, ironically, chillers where white wines and sparkling wines should be allocated a noticeable position.
Other top tips for increasing wine visibility include removing unnecessary clutter from the back bar and using staff uniforms such as branded t-shirts and aprons.
Whatever vehicle publicans use, Jeremy recommends keeping it simple. "Some of the best outlets now adopt a no-nonsense approach," he says. "Instead of the archetypal flowery language readily associated with wine, pubs are adopting more innovative, fun and consumer-friendly descriptions."
Case study: Mancini's
Anyone who walks into Mancini's in Glasgow's West End will certainly not have to ask the dreaded "what wine do you do?"
Owner and chef Alasdair Reston has ensured that his customers are under no illusions about the role wine plays in this French bar, restaurant and bistro.
The first thing one sees on entering Mancini is a racked display of wine glasses - an area two square metres in size - wine bottles and double-door chillers showcasing the leading white wines on the list.
In addition to this, and where Alasdair has gone beyond the call of display duty, is in the restaurant section. All the table tops are made of wine boxes that once housed some seriously sought after vintages. "I flew down to London and bought them in auction, drove them back in a transit van and built them by putting copper edges on and a sheet of glass," says Alasdair. "Customers like them and it gives the place a really authentic feel."
Above the tables, Alasdair has also hung some racking in which the more expensive wines on his list are kept. "When customers order a bottle that's a bit special, we get the stepladder out and bring it down for them," he explains. "I suppose it's our equivalent of going down into the cellar but adds a bit of theatre to things."
In addition to these ideas, Alasdair also advertises wine of the month on two big A-boards situated on the way to the seating area and also uses his staff as walking billboards.
Not literally of course.
"By recommending wines with food and talking about the wines, the staff make it easier for the customer," he says. "By creating the right atmosphere you find that customers are more willing to try something a bit different. By just working with a supplier like Waverley and by using a bit of imagination you can transform wine sales."
Wine Solutions Calendar
- May 31: The Next Chapter
- June 28: How to Compile a Wine List
- July 19: Staff Knowledge (Stage 1)