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Consumer knowledge of wine has boomed in recent years, particularly in Ireland. The general public has become more adventurous and discerning in their choices and are willing to explore and experiment, resulting in more diverse wines finding their way to our shelves, restaurants and wine bars.
But there is one outlet that has yet to fully capitalise on this opportunity: the pub.
In an effort to understand this anomaly, Findlater Wine & Spirit Group has been reaching out to its pub and bar customers to investigate why this is the case in the Irish public’s favourite licensed venue.
The result is Loving Wine, a full-service initiative by Findlater Wine & Spirit Group designed to address the difficulties that pubs face when marketing and selling wine to their customers.
Loving Wine provides bars with everything they need to make wine a viable choice for consumers in their outlet, thereby increasing choice, improving the customer experience and boosting profits. Below we look at the various ways this innovative programme brings wine to life in public houses nationwide.
One area identified as a significant opportunity for wine in pubs was in relation to POS and merchandising. In contrast with global beer and spirit companies, whose large marketing budgets mean that the trade is never short of branded material, wine does not have the same visual presence in pubs. The result is that the public won’t choose what they can’t see, meaning less choice for the consumer and the loss of a revenue stream for the outlet.
Loving Wine directly addresses this by providing Findlater customers with a range of tailored POS that highlights the wine offering available, advertises special offers and aids in customer education. From outdoor sandwich boards and blackboards above the bar, to bottle displays and tabletop struts, the consumer is fully aware and informed of the wines on offer throughout their journey.
A cornerstone of the Loving Wine programme is a range of wines exclusive to the on-trade that offer not only terrific value to the consumer but also significant margin opportunities to the outlet.
The collection has been selected from some Findlater’s long-established and highly esteemed wineries and provide consumers with affordable, approachable, full-flavoured wines that are suited perfectly to the bustle of the pub environment. They have also been chosen to offer the best returns for the pub, making a real difference to the bottom line and generating some additional much-needed revenue: a win-win for all.
A commonly-raised concern of publicans (and much of the on-trade) is the risk of spoilage and wastage that come from opening bottles for wine-by-the-glass offerings. Loving Wine has this covered too: members of the initiative will be provided with vacuum preservers to keep open bottles ‘as new’ for days. This allows not only for fresher wines delivered to the consumer, but maintains margins and allows for a greater by-the-glass offering, thereby increasing choice and further engaging the customer in the wine experience.
And for those gastro pubs that have - or will - really embrace the wine culture, Findlater is exclusive distributor of the invention that writers such as Robert Parker and Jancis Robinson have called the biggest revolution in the wine trade in generations: Coravin.
Coravin is the famous device that allows the extraction of wine from a bottle without removing the cork thanks to its medical-grade needle, before replacing the liquid with inert gas. The result is a bottle that will remain fresh indefinitely, meaning limitless by-the-glass offerings, infinite food and wine pairings, and much more.
Finally, the Loving Wine initiative doesn’t just end when the wine and POS are delivered. Findlater is the only wine and spirit distributor in Ireland with its own dedicated Education and Development Manager, Noel Tymlin, a well known face in the wine trade who has been in the business for over 35 years. Noel’s famous, trade-centred training schedules are tailored to each outlet and include interactive selling sessions that focus on up-selling techniques, tutorials on wine service procedure, and of course a tutored tasting through selected wines and how to match them to food.
Join Loving Wine
Simply speak to your local Findlater Wine & Spirit Group Wine Specialist, phone us on 01 404 7300, or email us on firstname.lastname@example.org to register your interest in the program.