The Vintry pub in the City of London is experiencing significant sales and profits growth as it continues to build on its reputation for having a strong value-driven wine list that complements its food offering.
Opened three years ago by London-based Fuller's brewery, the Vintry is now really finding its feet. A strong element of this is down to the work that has gone into producing the wine list.
The paramount issue is value for money, according to manager Nick Cameron, who says he does not want people viewing the list as expensive even though many of the bar's clientele are prosperous City workers.
Helping him keep prices low is the fact Fuller's buys some of its wines early at low prices, and the Vintry is able to benefit from this arrangement. But the bar does not restrict its wines to those stocked by Fuller's, as Nick says the range is broadened by around 40 per cent of the bottles on the list being sourced from three other suppliers.
Although it would have been easy to fill the list with full-bodied red wines, which would have found an appreciative audience in many of the bar's customers, Nick says he has attempted to add interest to the list by also including a number of bottles that he personally likes as well as a selection that have a small following.
Another important aspect of the list is that it changes constantly and also includes bin ends that are regarded as representing excellent value. A number of recommendations are also highlighted on the list. Adding further interest is the promotion of certain wines every couple of months. This is done through a 'try before you buy' table that is set up to increase the profile of a specific producer.
Crucial to the rising sales of wine has been the expertise of the barstaff, who all receive ongoing training through tastings and being provided with information on any new additions to the list. Their knowledge is further enhanced by visits from suppliers and the regular wine courses that are held at the Vintry.
This has contributed to wines sales increasing as a percentage of total drinks turnover, which has helped boost overall sales and profits at the bar. It is hoped the expertise of the staff will also help grow the new retail wine offer that has recently been introduced and involves customers taking wine home for a discounted price.