Getting the back-bar display right can easily boost wine sales in your pub. Phil Mellows reports.
The growth of wine in the UK has had a big impact on pub back-bars. Anyone who has visited an All Bar One or similar high street brand can't fail to have noticed the prominent position given to wines - and that's just the idea. If a pub or bar is to take full advantage of the opportunities offered by wine, display is key. Not just to give customers an idea of what you sell but to give them some reassurance that you are serious about serving good wine - the bad reputation that pub wine acquired in earlier decades dies hard.
But you don't have to be a big high street chain or completely rebuild your back-bar fittings to give your wine a lift. Dave Glew, category manager at tenanted pub giant Punch, believes that many licensees can take steps to enhance the visibility of wine and increase the chance of it being customers' first choice drink and help to raise sales.
"Research shows that improving visibility can dramatically increase wine sales and it also makes a big difference to customers' expectation of the experience," he says.
"As well as the actual presentation of the product, the range on display is a factor that is often overlooked. It is a proven fact that pubs which offer more than six wines sell far more than those which offer less."
Dave (pictured) gives the following advice to licensees on improving wine visibility on the back-bar - which is also included in Punch's Connect to Wine brochure, produced for its publicans:
- Clear any clutter and replace it with strong back-bar displays
- Allocate space in the wine chiller for top selling wines or brands on promotion
- Display branded wines which have a loyal customer base so that less confident customers feel comfortable ordering
- Change your back-bar displays regularly
- Use wine coolers and ice buckets to draw the eye to the appeal of wine
- Position additional wine displays near to food service points
- Use staff uniforms to promote wine.
"It's worth making the extra effort, encouraging your staff to do the same and really making the most of your wine offer," Dave concludes.
Cocktails - looking good
Cocktails are enjoying a boom at the moment, and there is one piece of back-bar kit that can help most pubs grab a piece of the action. A good blender not only helps you make cocktails, crushes, shakes and smoothies at the touch of a button, it's also a marketing tool, as Ian Parsons, business development manager at Kenwood Catering, explains.
"Capturing the customer's attention when making a drink creates theatre and intrigue," he says. "But if the kit doesn't look good or sit comfortably in its surroundings, the impact - and the potential revenue - can be lost.
"This was the starting point for Kenwood's new range of blenders designed to meet the needs of publicans. Styling and visual appeal have been given consideration, along with versatility, durability and performance.
"Space is at a premium behind the bar," Ian explains. "Durable equipment that can multi-task is what's needed. But design is also key. Equipment in full view of customers must add to the theatre of the experience.
"Quality ingredients and the skills of the bartender are not enough if your equipment lets you down - especially on a busy night.
"Do your research and make sure you invest in a quality blender that is right for the job," is his advice.
Pictured: Kenwood's stainless steel Bar Blender
Cleaning up
Glasswashers are one of the least celebrated and most vital pieces of back-bar equipment. Research has revealed the care the average licensee takes when choosing a glasswasher.
In order, they have to:
- Be reliable and durable
- Give value for money
- Give consistent, high quality, results
- Be easy to use
- Be easy to clean
- Come with good service support
- Have low running and maintenance costs.
Manufacturer Hobart is one company that has used this insight to create a new glasswasher for pubs that is guaranteed for life against leakage or failure.
Publicans should consider the "true cost" of a machine, including running and service costs, says the company's product development manager, Tim Bender.
As well as the machine itself, Hobart UK offers licensees free advice on glass-washing efficiency, site surveys, help with back-bar design, and staff training.