We’ve been banging this drum for months now and it’s reassuring to know that we’re not alone! The Times reported this Saturday that “Britons are shunning the underwhelming flavours of cheap, branded wines for upmarket alternatives as drinkers get sophisticated”
The article goes on to cite plummeting sales of entry level brands – the wines that used to dominate the drink aisles are now increasingly out of fashion. Blossom Hill sales fell by 17.5% last year with Lindeman’s down over 30% and falling out of the top 50 bestselling alcohol brands in the UK.
So what’s driving this trend…?
Well here’s a statistic we should all pay attention to: “41% of Britons are trying to curb their drinking, up from just 20% a year ago”. Helen Stares of Nielson goes on to explain “People are indeed drinking less but they’re drinking more premium products” – words that echo our recent blog posts here
Caroline Thompson-Hill of Treasury Wine Estates (distributor of Blossom Hill and Lindeman’s) noted that shoppers are indeed going upmarket and commented that “retailers now have lots of opportunities for more premium wines with different propositions”
So, what does all of this mean for the UK on-trade? Well hot on the heels of the trends towards craft beer and Gin & Tonics of all shapes and sizes comes the opportunity to shake up your wine list and give customers something new and exciting to try.
Here are our top tips for ‘trading up’ and making sure you capture the extra £££s your customers are willing to spend on a better glass of wine or fizz:
- Champagne by the glass… Read our blog here for the facts here, if you’re serving it by the bottle then open it up by the glass, what a trade-up from a glass of Prosecco! Guaranteed happy customers and incremental margin for you.
- Service is king… Make sure your team each have a favourite wine to recommend. There’s no need to turn them all into Master Sommeliers, but a little knowledge goes a long way and will inspire confidence in your customers.
- Keep your by the glass list new and exciting…. Here’s a few ideas:
- Used to drinking New Zealand Sauvignon Blanc? Why not try Spanish Verdejo
- Finding those sweet Rosés a little sickly? Try something pale and dry from Côtes du Provence
- What red to drink on a hot summer’s day? How about a chilled Beaujolais!
Here at Bermar we like to think that we know a thing or two about running successful wine and fizz by the glass programmes and we’d be delighted to chat with you, so please do get in touch!
Boost sales, delight customers and serve every glass with confidence – Le Verre de Vin #PerfectServe