Have you ever thought about wine as entertainment? For most consumers that is what wine is, whether it is the end of the week, a special occasion, friends, family and even business. Wine is a social lubricant, helping drinkers relax, enjoy each others company, subject matter and interaction.
A New Year and no doubt many establishments are looking at their wine lists wondering what changes to make if any. Here are a few pointers from the world of wine which hopefully add some inspiration, re-ground some basics and put a few twists in that get the creative juices going; in short add some entertainment.
Where to start?
Start at the beginning and the beginning is the customer, in this case the consumer. Consumers in the UK are generally drinking less alcohol, including wine but drinking better. Alcohol consumption has declined by 20% in the last 10 years, whilst spend on alcohol has increased by 13% and wine is the drink of choice with 60% of UK adults preferring wine to other alcoholic drinks (Gain Report 2016).
In practical terms that means for those that are choosing wine then the occasions are becoming more special and the wine needs to reflect that. A wine list is required to be treated with the seriousness that your customers are going to. If consumers are spending more then they require more back, value is critical. In wine terms that means where it comes from, the provenance and authenticity of the wine, its production values and of course that the taste matches up, although this last point is ultimately subjective.
Secondly ensure that the communication techniques are available to convey the quality. Having consumer facing staff trained with some knowledge to pass on, about why the wine might be special, different or appropriate is probably the most obvious way. Having the consumers and no staff to represent the initiative is likely to lead to failure.
Some Basics
No-one can have missed the rise and rise of Prosecco, leaving Champagne sales well in the rear view mirror this Christmas and New Year. The issue for Prosecco in the on-trade environment is value. Supermarkets are leading on price and the perception if that is low. So add some value with the Prosecco that reaches your list. Find a brand not listed in the supermarket sector, head towards the more specific sub-regions of Valdobiadenne and Conegliano or even better find a grower/producer with their own vineyards.
Marlborough Sauvignon Blanc (up 14% by value) and Argentinian Malbec (up 31% by value) have registered the biggest growth across the UK wine trade in the last year, so listing these has become a ‘must-stock’. However the majority of those increases have been in grocery retail, so choose carefully, choose with differentiation in mind. Authentically produced, more grower/producer led wines with different perspectives are more likely to persuade the eagle eyed consumers who are looking for something different and prepared to spend the money.
Add Personality – Get Creative
Wine is entertainment for most consumers and the old view of wine as some sort of elite sector made by, sold by and for some privileged few is well out dated. It is for everyone and everyone has taste, it is not delimited to a few. So get creative with the wine list set out to entertain your customers and give them something different, persuasive and engaging. Here are a few suggestions.
Lambrusco Rosso – made in the central region of Emilia Romagna Lambrusco is a grape and traditional produced as a lightly sparkling dry red wine. This could be a fantastic accompaniment to so many foods – spicey Asian foods, cheeses, starters. Its delicious fruity, fibrous nature produced in the traditional style is superb and not expensive. Tipped to be the fashion for 2017.
English Sparkling wines – now ranking alongside many Champagnes and with the firm approval of one or two Champagne houses who are investing in UK vineyards. Not for the bargain bucket list, but where there is the propensity to spend then there are some good deals to be had. And in the end patriotism is very persuasive. Further supermarkets can’t dominate these sales as the wines are at premium prices.
Orange Wines – A very niche and old/new style of white wines not made with oranges, but aged on the grape skins, producing a distinctly orange hue in the resulting wine. These are definitely for the more afficianado group of consumers. These wines have real resonance of flavour and something quite autumnal and differently herby about them. Not cheap, but definitely giving a niche edge to those with the market for them.
Look East – Turkey, Lebanon, Georgia, Khazakstan, Romania, Bulgaria, Hungary, Slovenia all produce good quality wines. Many of these countries have had wine industries for many centuries, in the case of Turkey it can claim to go almost back to the beginning of wine production. There is excellent value to be had in many of these and opportunities to take a step ahead of grocery sector.
The year is not going to be easy with currency rates being unsettled,, and as most of these wines are imported then cost prices are going to have to reflect the movements in currency. Then the Chancellor will release his statement in March, and whilst most commentators are not expecting a big budget, because of the focus on BREXIT, then it could still lead to duty changes for alcohol. Despite this consumers till want to drink wine and it is up to us to make sure that we provide, remembering that wine for most consumers is entertainment.
Alistair Morrell
Hospitality & Catering News, Wine & Drinks Editor