Take a spin on the wine wheel

Pairing tool introduced as Crown Cellars expands portfolio

• The new ‘wine wheel’ has been introduced to help staff make recommendations to consumers.

CROWN Cellars, the wine and spirits division of Carlsberg UK, has made a food and wine matching tool available to all of its customers as part of a revamp of its website.

The ‘wine wheel’ tool is said to enable members of staff to make “educated recommendations” with the inclusion of wine attributes, pronunciations and classic growing countries and regions.
Paul Waller, director of customer service and third party brands at Crown Cellars, said “a tailored, personal approach is key”.
“Our focus has always been on developing relationships with our customers and our people have the skills and the knowledge to really make a difference,” he said.
“No-one is closer to the on-trade and it is this expertise that has helped our wine sales grow by 19% over the past 12 months.
“In terms of support, we endeavour as a team to go above and beyond, and our new website and wine wheel are the latest examples of this.”
The website revamp came as Crown Cellars launched its 2014/15 wines and spirits portfolio.
This year’s list is said to include over 700 wines and spirits; the team responsible for compiling the list is said to have tasted more than 230 possible wines before adding 27 to the portfolio.
Jonathan Pedley, master of wine at Crown Cellars, said the supplier is “exceptionally proud” of the range.
“Whether our customers want to offer key traditional French appellations or want to list the latest wine from Brazil, our range will have something to suit,” said Pedley.