Getting the core categories right

Of those planning to buy a bottle of wine, 42% intend to spend more than £14 per bottle. Obviously, quality is an issue here. Is this reflected in the wine range and category information, which seems largely to be missing from pubs? Food-to-wine matching is an obvious opportunity for those not already doing it.

Grape variety and country of origin is more than three times more important than recognisable brands, say customers. That said, 68% of customers say it's important for the pub to have well-known wine brands available. Are customers reassured by the presence of brands, but like the opportunity to experiment with other lesser-known wines too?

A third of customers asked staff what wine was being sold, highlighting the importance of staff knowledge, training and confidence in making recommendations.

Brand strength exists in the spirits category. If customers' preferred spirits brand was not available in the pub, 62% would switch drinks (or go without) entirely. Many customers scan the range of bottled spirits behind the bar to find out or check what is offered.

So sign-posting or highlighting key brands is crucial. But frighteningly high numbers of customers said they didn't get served their spirits in a clean glass, that the drink wasn't chilled to their liking, with insufficient ice and lemon used. Ditto soft drinks.

Branded glassware receives a big thumbs up from lager drinkers, as does guest ale for beer drinkers. The name of the guest ale is four times more likely to trigger trial rather than a beer from a local or regional brewer.