Now that 2015 is well out of the way, and we move further into 2016, what were the scores on the doors for wine sales?

The one area that most people in the wine industry will latch onto – and inevitably panic about – is the fact that the volume pushed through on-trade outlets dropped between 2014 and 2015. If we dig deeper into these statistics though, we can see that actually, things aren’t as bad as they look.
It is true that volume dropped. However, the value of bottles sold actually increased. In simple terms, everyone sold fewer bottles, but the bottles they did sell were worth more.

Why should this be? The answer must be knowledge. Increasingly in the UK, consumers are becoming more and more aware of wine, the countries that produce wine, value for money, and – most importantly – their likes and dislikes. In terms of global consumption, our little island occupies 6th position. Could this be because we sit so close to so many varied wine producing regions, as well as having some of our own?

Our consumers are exposed to so many different types of wine, variety is expected. In fact, if you have ever have the chance to people watch in a wine shop, you will see that Australians buy Australian wine, Spaniards buy Spanish and so on. Only in this country are we so open to the variety and range of wine.
Having said that, everyone still encounters the request for a dry or a medium wine, without specifics. Bear in mind that this isn’t a problem. Nor is it a sign of lack of awareness of wine. The consumer will still understand their own perceptions of wine, and we need to make sure that we are giving them a top class experience every time.

So don’t panic. Why not take stock of your wine list instead? Is the middle and top of your wine list working for you, or did you just stick on some old favourites? Have you doggedly stuck to one country or region, rather than expanding your range? If the answer to those questions is yes, it’s time to ask if you are giving your customers what they want, and what you need. Look at your food – does the wine match your offer? Do you know what to recommend with your meals? Do you actually know what offers the best value on your list?

The time is here to get that list working properly. Give us a call, and let’s have a look at how you can get the most from your list.