Wine wisdom
We ask two pubs for tips on what is driving their wine sales
The Lickfold Inn
Lickfold, Near Petworth, West Sussex, GU28 9EY
Tel: 01798 861285
Talking to owner, James Hickey
The Lickfold Inn is a pub on a journey. Built in 1460 and situated in one of the wealthiest parts of the country (you know you're rich when local rock stars buy you out as a vanity/business venture), it's reputation for food and drink has sometimes in the past exceeded the actuality. But since James and Andrea Hickey took over 15 months ago, standards have risen, and the well-heeled food-and-drink-lovers have returned.
No. of wines on the list: We're just revamping the wine list for the third time. We now have 47 pouring wines, plus six dessert wines.
House wines: Four whites (one French, one Italian, one Chilean and one New Zealand), one rosé and four reds (two French, one Aussie and a Spanish). All available by the glass.
Most expensive wines: A Château Pichon Longueville for £120, a very reasonably priced Leoville-Poyferre for £65 and a Gevrey- Chambertin for £56. With this list we've tried to take a step up. We're not trying to put wines out at ridiculous prices, but we do have the clientele round here to buy at a higher level. We want people to spend an average of £25 and get a cracking bottle of wine for that. Our average margins are 65%.
Most used merchant: We only use one, the General Wine Company in Liphook. We've known him for years, he can get whatever we want and he has some good agencies. He ticks all the boxes.
Make-up of the list: Most of our clients tend to look for classic French wines, but we always keep a few odd grape varieties on as well: Muscats, Verdelhos, Gewürztraminers, whites from Rueda, that sort of thing, plus something more affordable as well. We try to cover all the bases.
Which country offers best value for money? Italy. We've a cracking Pinot Grigio on for £15. Our biggest seller is a Sauvignon Blanc from Cote de Tarn in Mauzac. It's a Sancerre-type wine and we sell huge amounts of it. Also a Rioja from Cantabria, which is available by the glass as well.
How do you inform customers about wine? We talk about things as much as possible. Upselling is a horrible term, but it's what it's all about. On major services I make sure that it's me who delivers the wine. We have chalkboards above the bar, but I don't go in for glary point-ofsale material.
Gourmet evenings? Ruinart approached us at the start of the summer and offered themselves as our house Champagne. We're going to be doing Ruinart tasting nights with four or five courses of food. We're also doing cheese and port night.
The Jolly Sportsman
Chapel Lane, East Chiltington, East Sussex
Tel: 01273 890 400
www.thejollysportsman.com
Talking to owner Bruce Wass
Originally set up 120 years ago as an alehouse for farm-workers, the Jolly Sportsman, situated on a no-through road in the heart of the Sussex countryside was never going to get much in the way of passing trade. Nonetheless, at only 20 minutes from Lewes, Brighton and Haywards Heath, its attractive, peaceful setting, good wine and beer list and hearty "modern rustic" food, like slow-cooked lamb on the bone, have seen it attract scores of visitors at weekends in the winter and throughout the week for lazy summer evenings on the terrace.
Number of wines on the list: 200 bottles and 50 half-bottles.
House wines: White from the Veneto, red from the Pays d'Oc. We don't really have house wines, but these are just our lowest-priced. We also have eight wines by the glass and 40 under £20.
Most expensive wines on the list: Chambolle-Musigny 1959 for £95; Chateau Leoville Lascases 1989 for £95. In a London restaurant, these wines would be a couple of hundred quid.
Typical mark-ups: For the cheaper wines, we work on 66%. We make less on our more expensive wines - typically 50% or less. We don't sell much of them so we don't carry large stocks.
Most-used merchant: There are five or six who we use on a regular basis. Libertys and Thorman Hunt most often.
Countries/regions giving best value: France has been hit by what's happening in the New World, so they've changed their way of doing things. But South America is also very good value.
Most popular wines: Sancerre and Pouilly Fumé will always sell. But we also have a wine of the month and that's always very popular.
How do you encourage people to drink wine? The wine of the month always works, but we'll also put descriptions of certain wines on the list that people might not normally choose. In this way we can introduce them to different wines. Giving people more information is the key to making wine sell.
