It seems that the British public are having a ball with Sparkling Wine. Sales are up a massive 16.9% according to Kantar World Panel. Prosecco is the lead product driving this stella growth despite any of the wider economic and political issues. The question is what can Hospitality and Catering do to maximise the opportunity for both the consumer and the outlet?
It is well established that great hospitality for consumers is about great experience. If we can give great experience we know that there is a much greater likelihood of the consumer returning to repeat. What sort of experience does Prosecco give the consumer – a supermarket one perhaps?
There is no doubt that Prosecco is giving Champagne a run for its money, which is great for sales volumes but not that good for the receipts especially if the Prosecco is discounted to narrow the perceived gap to supermarket pricing.
Rose opportunity in Champagne
Champagne in the on-trade is showing small falls in value, however it is worthwhile looking at some different angles, for example Rose Champagne is growing in value by 5.3% according to CGA Strategy figures. So for that sector of the market with the budget available then suggesting a Rose champagne from the wine list might just spark the consumer’s imagination, demonstrate your imagination and persuade the consumer to spend a little more money.
But Champagne doesn’t suit everyone’s budget and if there is a recommendation opportunity then let’s get creative about suggesting some other more exciting wines that may be around and about on venue’s lists.
There’s Prosecco D.O.C. and Prosecco D.O.C.G.
Prosecco is a region of North East Italy which is legally delimited (Denominazione di Origine Controllata – translated regionally controlled), just as Champagne – Prosecco has, by law, to come from Prosecco the region.
However there are two different villages within Prosecco that lay claims to higher quality levels – D.O.C.G (regionally controlled – guaranteed). Specifically they are Congeliano-Valdobiadenne and the much lesser seen and smaller village, Asolo.
These names refer to specific villages which have producers typically making much smaller quantities of Prosecco, most probably family producers who make the wines from their own properties.
There’s nothing wrong with regular Prosecco except for the fact that most supermarkets are currently warring over £6.99 price points. Does your consumer have the impression that your venue is ripping them off for what we consider to be reasonable margins? Don’t let them even think that – offer them something better, either a genuine brand or a village Prosecco.
These should be selling at an authentic trade up price to the regular Prosecco and a little knowledge goes a long way to being persuasive with customers. As we have previously established customers are coming to outlets for experience – if you can make them feel special through the products that you are serving them then that experience is likely to be one that they want to repeat.
Franciacorta
This small region to the west of Prosecco is the upmarket alternative to its easterly higher volume region.
Cava
Cava seems to have been over-shadowed in the rush to buy Prosecco, however it often will be the value for money option as Prosecco producers seek to exploit their market opportunity. Earlier this year this same column discussed whether Cava could be the new Prosecco, the former seeking to take a quality march on its rivals. Ignore it at your cost, it can be a great value driver whilst Prosecco sacrifices margin for volume.
Other Alternatives
And there is no need to limit the recommendations to Prosecco. How about Cremant wines? Cremant – literally creamy translated from the French – and refers to the amount of fizz in the bottle of sparkling wine. There are a number of different Cremant wines – de Bourgogne, de Loire, de Jura – in fact in many regions of France. They have less fizz than the traditional Champagne method production wines and as result are softer and, to some, more appealing. They are often exceptional value.
Alistair Morrell
Hospitality & Catering News, Wine Content Executive