nine months, even after first use. 2. Premiumisation
The volume of drinks sold in the on trade dipped by 1% in 2016 but the value of sales nudged up 2.6% meaning consumers are spending more money on fewer drinks. We also know 41% of wine drinkers believe quality wine is worth paying more for - drinkers aged between 25 and 34 are by far the most likely group to believe that certain types of drinks are worth paying more for because you get a better quality product.
In a recent wine trade survey, 61% of those surveyed believed premium wines could draw new consumers to the wine category.
Positioning of a premium brand is key. Premiumisation has created a bridge between the desirability of the luxury world and the function and necessity of the mass market; it makes the ‘good’ better and the ‘greater’ more accessible, giving consumers a taste of all things premium.
A commonly cited example of premiumisation is craft beer where consumers are willing to pay more for a pint / glass / can of craft beer than the equivalent of a mass produced beer. Likewise with craft or artisan spirits.
‘Craft’ is as much about marketing and story-telling as the actual product, and wine does not always do justice to its many great stories. Wine producers can communicate craft cues more strongly and in a more compelling way with interesting and authentic ‘back stories’
3. Consumer education Consumers want to know more about wine, they want to learn. A recent survey of wine drinkers found 90% default to house wine while 17% think there are only three grape varieties: red, white and rose.
Working in the on trade, we’re in the perfect position to help educate and expand consumer knowledge, without making it complicated – wine should be fun!
We know 22% of on trade wine drinkers find the vast amount of wine to choose from intimidating and don’t know where to start when picking a new glass or bottle. We also know 75% of pub visitors rely on staff to explain the menu. Not only does this provide the opportunity for gentle guidance but also a prime opening to upsell while at the same time introducing the customer to new and exciting varietals.
Which Types of Wine Could Draw New Consumers To The Wine Category?
61% 58% 32% 14% 10% Premium Sparkling
Own Label Wines
Lower Alcohol Wines
Sweeter
Behind the scene filming with Jo Nash, one of Australia’s most highly regarded young winemakers.
Like all good wine merchants, we work closely with our customers to provide ongoing staff training. This will range from basic understanding of the key grapes through to explaining how to pair wines with food, and onto more expert advice as relevant.
However, key to any wine training is enhancing your customers’ experience, and sometimes removing staff from the floor for training simply isn’t a viable option. With this in mind, we’re investing time and effort in developing modular staff training videos which can be viewed by staff at any time, in any place.
These short videos include tutorials to ensure staff wine knowledge is maintained, and also tasting notes for new wines so the staff understands what’s on offer – after all, if they don’t know the wine’s provenance, how its tastes or how to describe it, how can they sell it?
DECEMBER 2017 15
If you would like to learn more about Lanchester Wines’ products and services available to the on trade, please visit:
www.lanchesterwines.co.uk
To sample Lanchester Wines’ series of video tasting notes, please visit its YouTube channel.
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