Your customers are ready… are you?
With 14 million people walking through the doors of UK pubs & bars each week, there is still a growing demand for that cheeky pint or glass of wine after work or at the weekend. Customers are now savvier than ever though so the trade must innovate to survive. We still have the words of Anthony Pender (Co-Founder, Yummy Pubs) ringing in our ears from an interview earlier this year, “don’t sit still in a changing market!” Make 2017 the one where you invest in new technology, build a USP that keeps your customers coming back and engage with the millennials… after all they’re the ones who will be drinking in your establishment for the next 30+ years.
Here at Bermar we don’t think there’s a simpler or more effective way to achieve these goals than by expanding your wine list to give customers new, exciting and premium offers by the glass.
Why? Well the statistics tell us the tale. 60% of UK adults love a glass of wine now and then making it the most commonly consumed alcoholic drink in the UK. The amount of wine consumed by millennials surpasses any other generation and, guess what, they’re spending more on their wine than ever before too.
60% of UK adults love a glass of wine now and then, making it the most commonly consumed alcoholic drink in the UK
Have you been out to a pub, bar or restaurant recently and noticed how many people are sitting there with a glass of fizz in their hand? There’s quite a few…! In the past 12 months on-trade sales of fizz are up by 49%. In pubs alone sparkling sales are up by 270% since 2011 – that’s quite a hike! Interestingly, over the past year, Rosé Champagne sales are up 9% and Prestige Champagne sales are up 5% meaning we’re not only drinking more fizz but also spending more on it.
Recent research from DrinkAware shows that the gap between what’s being offered by operators in terms of a wine service and what customers want is still too wide:
- 42% of operators surveyed felt their offer was well served and in good condition. Only 24% of their customers agreed.
- 49% of those operators thought they were offering a good range of wines and fizz with different price points and varieties. Only 29% of their customers agreed.
- The argument gets even stronger for Team Bermar too; 88% of the on-trade believe they are serving white wine at the right temperature, but only half (51%) of customers do, with 39% complaining their white wines are served too warm.
- Wine by the glass is a topic where the trade and their customers still seem divided; nearly half of the on-trade (48%) think they have the numbers right on the amount of wines they offer by the glass, only 27% of their customers agree with them.
So, this data tells us that an extended wine by the glass offer will entice customers to trade up, try new and premium options, drive repeat business and will almost certainly have a positive impact on the bottom line. Don’t take our word for it though; 72% of the UK’s top 50 Gastro Pubs have Le Verre de Vin at the heart of their extended wine & fizz by the glass offers. We often speak of our local favourite, The Unruly Pig in Suffolk, who were placed no. 41 with over 45 wines and sparkling wines available by the glass, all served in great condition thanks to their Pod Bar!
People are indeed drinking less but they’re drinking more premium
Helen Stares – Nielsen
Get in touch with the team at Bermar today to find out more about how you can delight your customers, reduce waste and boost profits with Le Verre de Vin +44 (0) 1473 612062