Visible range, with a selection of best-sellers, is key
A HIGHLY visible wine range, focused on key varietals, could help publicans maximise sales this festive season, according to drinks supplier Bibendum.
The company advised operators to keep their wine list focused on popular wine varieties, giving prominent positioning to the best-sellers and highlighting alternative, premium choices to encourage ‘trading up’. It also suggested operators introduce a shorter version of the list for busy periods or group bookings.
Keep the list focused on popular varieties, giving prominent positioning to the best-sellers.
“Having bankable classics on your list is important when catering for Christmas parties, but a good tip is to place them higher on your list to encourage up-selling,” said Jason Baillie, head of sales in Scotland for Bibendum.
“If you stick a Rioja or Sauvignon Blanc at entry level then no-one will buy anything else.”
It is particularly important to keep Champagne separate from other sparkling wines, according to the firm, as listing Champagnes alongside other, cheaper wines can encourage consumers to trade down to these products.
And the visibility of the range is said to be crucial, with Bibendum advising operators to display the range on the back-bar, as well as on tables and blackboards.
Also important is staff knowledge of the range; the supplier said it can help boost sales if each member of staff has a wine they are particularly well informed about, and able to discuss with customers.
“The importance of training seasonal, casual staff is key to ensuring maximum return on your drinks sales,” said Baillie.
“Providing simple pointers on each wine covering topics such as flavour, pronunciation, back story and food and wine matches is a great way of ensuring your staff sell with confidence.”
Overall, the company is upbeat about wine sales in Scotland in the approach to Christmas.
Providing simple pointers on each wine is a great way of ensuring staff sell with confidence.
“We are seeing increased sales across the portfolio, and not just in house wine, which is terrific news and shows the thirst Scottish drinkers have for quality wine,” added Baillie.
“Our customer training has been actively working in Scotland, giving our customers the confidence to experiment and add new wines to their lists.”