Opportunities being missed in on-trade, says Wine Intelligence

Published: 18 March, 2011

Opportunities are being missed in pubs and restaurants due to disappointing wine offers and difficult to navigate drinks menus, according to Wine Intelligence.

The number of regular wine consumers drinking wine in pubs, bars and restaurants is at an all-time high, with a penetration of 69% now surpassing pre-recession levels, according to its on-trade report, but there still remains potential for significant growth.

The report also shows pubs tend to be least effective at making wine attractive and relevant, principally due to the perceived poor quality of wine served, and lack of apparent focus on the wine offer in terms of point-of-sale materials.

Simple guidance - easily understood wine lists, and the presence of some recognisable brands - is likely to change consumer behaviour.

Respondents said they like seeing brands they can recognise on wine lists: 9 out of 10 are not turned off by seeing a recognisable supermarket wine brand, with the majority (55%) feeling more positive about the wine offer if it has well known brands on it.

Lulie Halstead, chief executive officer of Wine Intelligence, said: "Many pubs and restaurants still see branded wine as taboo, yet our research shows consumers see things quite differently. In fact, the presence of wine brands in a casual on-trade setting can often provide reassurance and a helpful point of reference for many drinkers - just as they do in beer, spirits, soft drinks and Champagne."

The on-trade report 2011 - "How to reignite the wine offer in the UK's pubs, bars and restaurants" is available through www.wineintelligence.com

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