Greencroft Bottling Company.
“Our strategy for the UK on-trade is to bring more interesting varietals to the market, allowing the consumer to have access to exciting wines. One of the first programmes we ran was our Vintrigue range, which we call ‘boutique bulk’. This included a Shiraz-Viognier from Currency Creek and a straight Viognier; wines you wouldn’t automatically (and logically) link to bulk. But very interesting varietals, directly targeted the on-trade. It was ever so good because it was packaged and targeted in such a way that everyone didn’t inevitably think ‘bulk’.
“In the on-trade, the key things are quality and consistency. Due to preconceptions surrounding the bulk market, these are areas we know we must really work hard to consistently over-deliver on. We want
to push up to plus-two, plus-three level positions on a wine list, so bulk might be a challenge for that, but I can’t for one second see it being an issue, because the quality is there and the innovation is there.
“What’s more, bulk wine is allowing us to work with our on-trade customers to create exclusive brands and labels made from wine that they control every step of the way, giving the venue a real point of difference in what we know is such a competitive route to market.
“Bulk wine also offers a venue flexibility of format. For example, the development in keg and tap wine technology is opening the door for more premium on-trade outlets to offer a very different service to their customers.”
SEPTEMBER 2017 17
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