Wholesaler help at hand
Firms offer WSET training, wine menu creation and more
FAIRY lights, Father Christmas and carol singers – things can be a little bit different in December, and this is also true of consumers’ drink choices.
• Wholesalers can provide WSET training for outlets as well as offering wine menu creation tips.
With drinks firms predicting that a number of categories, including wine (see pages 21-24), can expect to have a merry Christmas, publicans may need to be armed with the right product knowledge to make the most of the festive period.
But help is at hand, as wholesalers contacted by SLTN said they’re prepared to assist operators in getting their offer right this season.
Ian Cumming, commercial director at Inverarity Morton, said that consumers are “more willing to venture beyond the familiar” when celebrating an occasion and therefore it is “absolutely vital” to have motivated and knowledgeable staff.
At Inverarity Morton help is available in the shape of WSET training.
“In our Christmas brochure we have a number of suggestions on food and wine matching at Christmas,” said Cumming.
David Sutherland of Sutherland Brothers agreed on the importance of staff knowledge throughout the year.
“We offer staff training on wine, help and training with draught beer and advice on a large range of spirits,” said Sutherland.
“We have an annual wine tasting each February and would encourage customer attendance. It’s a great opportunity to choose your new wine list.”
Product knowledge is vital, but assembling the right drinks list and promoting it in-outlet is just as important.
Online wholesale Ooberstock has just launched its first fully integrated on-line wine menu service, which it said is designed to help operators.
“Providing flexibility by allowing publicans to merchandise their wine offering and, ultimately, sell more bottles, Ooberstock.com has created a selection of pre-defined wine menu combinations and cover designs to maximise widespread appeal,” said the firm’s Stephen Brogan.
“Publicans are also invited to create their own bespoke wine list from scratch with seasonal menu designs to keep their ‘offering’ current and complement any ‘in-house’ promotional themes.
“The flexibility allows pub owners the option to keep their menus up to date and retail a wide selection of quality wines which generate great profit opportunities. Wine menus are delivered to your door within 72 hours of ordering.”
Keeping an eye on trends will also be vital to making the most of drinks categories this Christmas, according to Belhaven.
“We keep all of
our on-trade customers informed of new products and offers through our comprehensive bulletin,” said a Belhaven spokeswoman.
“Our sales account managers can help customers benefit from a wide range of supplier-funded offers.
“We pride ourselves on our service and challenge ourselves to deliver the best possible service to our customers.”