Finding wines tttttthat sell

When selecting a wine range you need to be able to please different customers at different times.

Getting your wine offering right means starting with the basics - what to offer. Considering what consumers want is imperative and new research conducted for Grants of St James's Wines (GSJW) reveals some important lessons.

The choice of wines for an outlet is fundamental - that much is obvious, but if it were that simple why are only one in four consumers happy with the current wine offering in pubs? Deciding what to stock means considering what consumers want - and those that ignore this could well be missing out on a sizeable market. In the UK, 46% of adults - about 21 million people - are regular wine drinkers and growth in wine sales is faster in the on-trade than the off-trade.

Given that pub operators know about different wines and an almost limitless choice is available from suppliers, perhaps the missing link is to consider what consumers want. The research conducted for GSJW offers a real insight:

• Consumers want the reassurance of leading brands like Stowells of Chelsea.
• Consumers want New World wines as well as more traditional countries of origin, with Australia their top choice.
• Consumers are willing to pay a price premium for wine brands when in pubs, just like all other drinks categories.
• Consumers are more likely to buy wine if an outlet gives them the confidence that wine is taken seriously - appropriate displays and merchandise help build that confidence.

Bearing this in mind, there are some key considerations that will help you decide what wines to stock:

What type of outlet are you?​

This will have a clear impact on the range of styles and number of wines you list. It is a good idea to keep things simple and stick to the wines that sell.

Remember that the approach to wine will say a lot about the outlet - getting wine sales right is very profitable and can really offer a point of difference.

Who are your customers?​

Remember there are identifiable opportunities to match wines to types of consumers based on age and gender, eg a New World Chardonnay to tempt the "Bridget Jones" brigade.

The chances are that around half of your customers regularly drink wine - if they do not drink wine in your outlet ask them why not? It could be that the range of wines on offer is wrong.

What are the different drinking occasions and how do they vary by time of day or day of the week?​

Food sales at lunchtime are a prime example. If the outlet is regularly used for celebrations or parties, then consider offering sparkling wines.

Remember that at different times or on different days your customers are not the same and your wine range needs to accommodate them all.

What space do you have available for wine?​

You will need to consider the space you dedicate to store, serve and display wine, including cellar space, back-bar areas, fridges etc.

Operating a pub is a practical business. It is important that the complexity of the wine range does not disrupt the smooth operation of the business.

Have you featured the major brands like Stowells of Chelsea or Lindemans?​

Growth in wine sales is being driven by the major brands and consumers are clear that brands offer a quality and consistency that gives them the confidence to order wine in pubs.

Every other drinks category is dominated by major brands and, as far as consumers are concerned, it is exactly the same with wine.

What is the right pack format for you?​

There are several options or combination of options to consider and match with the wine offer you decide upon. The Stowells range is unique in that it has a format to cover all circumstances:

• Draught fonts offer the convenience of fresh wine every time where speed and high volumes of wine by the glass are important
• Draught cabinets offer the same benefits with the added value of a broader range of wine styles available and now with all Stowells cabinets updated this format offers an attractive way to display as well as serve wine
• Standard 75cl bottles account for the majority of wine sales and are particularly suited to outlets serving food, though the opportunity exists to promote sales through friends sharing a bottle of wine
• Single-serve bottles available in 175ml and 250ml to match the most popular glass sizes for wine. They provide an easy, hassle-free approach to delivering fresh wine in an attractive way, perfect for pubs with fewer wine sales, or experimenting with new brands or styles or working on a particular promotion.

Attention to these issues will help you identify the styles of wine to stock and the pack formats that make most sense for your outlet. This alone can make a great difference to your sales and profits from wines.

Grants of St James's Wines​Simon Russell: 01275 890351Chris Hewin: 01275 890439