Two vastly different but equally important players in the UK wine market are full of ideas on how to achieve good wine sales this summer.
Bibendum has its origins as a boutique supplier of quirky, unusual wines to the independent on-trade, while brand owner E&J Gallo is on a drive
to fill pubs' back-bars with heavily branded, well-marketed wines this summer.
Both agree that pubs have to be proactive in promoting wine in order to drag customers into the category as the (hopefully) sunny season arrives.
For the second year running, Gallo is operating a series of promotions around Rosé on the Rocks, its signature serve of rosé over ice in attractive over-size branded glasses.
It is, according to the company, an example of the wine trade introducing much-needed innovation into the market. Unusual serves like this can inspire interest in wine, Gallo states. "We believe there's at least another year left in Rosé on the Rocks," says E&J Gallo European marketing controller Iain Newell. "We're asking ourselves what we can do to help the on-trade sell wine."
Research by the company shows pubs' rosé sales flying last summer. Figures showed an eight per cent year-on-year increase in rosé sales in 2008 and pubs promoting Rosé on the Rocks experienced a 25 per cent increase.
"There's a big opportunity for the wine market to be more innovative. Rosé on the Rocks shows consumers are open to that," says Newell.
Bibendum managing director Michael Saunders agrees there is a big opportunity over the next few months for rosé, but says that pubs need to really think about how to sell it.
"Licensees have to start thinking not just about rosé, but about types of rosé and selling a few different types," he says. "For example, some are akin to reds, some lighter ones go well with fish."
Saunders also recommends Italian and Spanish wines for this summer, saying that formerly fashionable Aussie plonks are no longer necessarily in vogue. Likewise, champagne has always had the cachet, but now Italy's value sparkling wine prosecco is catching up with it.
Plenty to think about as you put together your wine list for summer.
English Wine Week
One avenue to explore with your wine offer this summer could be English wine.
Our vineyards were once a joke among our more celebrated wine-producing European cousins, but they are now starting to produce credible products for pubs to sell. With the current vogue for local provenance in food and drink, what better time to 'go English'?
English Wine Week takes place between May 23 and 31 and is an industry-wide campaign to promote the wines and vineyards of England. Marketing body English Wine Producers (EWP) is behind the event and is offering to help pubs arrange special events, tastings and offers.
According to EWP, the UK wine industry is experiencing exponential growth that will in time lead to a substantial increase in production, which currently stands at just over two million bottles a year. EWP marketing director Julia Trustram Eve suggests: "Maybe offer English wine by the glass during the week, or devise an English menu. If you are located in a wine region in England, why not use English Wine Week as an opportunity to link in with a local vineyard?"
• To get involved and to see a list of outlets and vineyards taking part, visit www.englishwineweek.co.uk
One English pub finding success with English wine
Now in their second year as owners of the Eight Bells in Bolney, West Sussex, Waz and Emma Wasyliw have included a number of English wines from nearby vineyard the Bolney Wine Estate on their wine list.
With the vineyard located only a mile away from the Eight Bells, the licensees feel offering local wines is providing the pub with a valuable point of difference.
"It has proved to be a real selling point to offer wine from a neighbouring vineyard with our menu. We challenge customers' preconceptions about English wine and they have been pleasantly surprised with what they have tried," says Emma.
"In the current economic climate, customers are looking for something different - something they may not have tried before. As a freehouse, we have the flexibility to offer new options, like English wine."
The English wines are promoted through table-talkers offering recommendations to match with the Eight Bells' food. Bolney's Dark Harvest red wine goes down a treat with the pub's steak and ale pie, according to Emma.
She adds: "There is a definite benefit to working with local producers. Together, we are helping to build the profile of our community and all of its amenities. For example, we encourage our customers to visit the vineyard for a tour and tasting, and then they often decide to spend a night or two with us and explore the rest of the local area."