CrownCellars

Call us Monday to Friday 9am -5pm
0845 601 3432

Email us on crowncellars@carlsberg.co.uk

Follow us on Twitter

Wine Marketing

Marketing wine in your venue is all about understanding what your customers want from the category. Our WSET trained Wine and Spirits Managers will work with you to understand your clientele and select a wine list and marketing plan that fits your outlet.

Display

Most customers don't know what they're going to drink when they come to the bar, so this is your key opportunity to influence their choice. Here are a few tips on how you should display your wines to maximise sales.

  • Separate wines by colour and block brands together on display with two to four facings for maximum impact (whether on shelf or in the fridge).
  • Volume lines should be in the centre of the bar at eye-level, with trade-up options immediately to either side. Volume lines in the fridge should be on the top shelf.
  • Keep shelves and fridges fully stocked and do not mix displays of wine with other categories.
  • Encourage your customers to explore trade-up wines using wine flights – three small glasses of different wines for a set price – which offer the chance to taste wines on your list without having to commit to purchasing a full bottle.

Communication

The main areas where your customers will make drinks decisions are at the bar or the table so menus and table talkers are a key way to inspire your customers to choose spirits. The role of point of sale materials is to grow drink sales by providing inspiration and suggesting new ideas while allowing your customers to make quick and informed decisions.

  • Ensure that you give wine visibility away from the bar through chalkboards and tent cards. Make sure your wine list is easily accessible at all times.
  • On all point of sale, from chalkboards, to tent cards, to your wine list, make sure that short tasting notes are present to help customers make an informed choice and that pricing is clearly visible to remove one of the biggest barriers to purchase.

Creating Your Wine List

A wine list can be an effective tool for increasing sales, maximising spend and adding value for your customers. A few general principles can be applied to lists regardless of outlet style:

  • Variety is the spice of life. The more styles, grape varieties, countries of origin and price points you cover, the broader the range of customers you are likely to appeal to.
  • Ensure that your core wines are available by the glass and provide a standard and premium option for your most popular varietals.
  • Balance your list. Add interest and credibility by ensuring that a few trendy or unusual choices are available as an alternative to the safer choices.
  • Separate your sparkling wines from Champagne – sometimes a customer can discount the ‘Champagne and Sparkling’ section because of assumptions on price linked to Champagne. Position sparkling wines at the start of your list and highlight an occasion to prompt an impulse purchase e.g. ‘Celebrating? Why not add some sparkle with…?’.
  • Avoid terms like ‘house wine’ to encourage customers to explore your list and make a more profitable choice.
  • Give your customers the opportunity to trade up when they fancy splashing out. Highlight more expensive trade-up choices on your list with ‘Our favourite’, ‘We recommend’ or ‘Award Winning’ (if appropriate) and give them extra visibility on chalkboards and table talkers.
  • For more extensive lists, laying out by style or taste profile rather than colour can provide helpful guidance to customers, reducing the risk to increase likelihood of experimentation and trading up.
  • Your wine list should be accessible and on display for customers at all times, not tucked behind the till on the back bar so customers have to ask for it.

Wine List Examples

Food/Accomodation Led Outlet Wet Led Outlet

Crown Cellars Customers can take advantage of our free online wine listing tool. Please login or register to use the tool.

    Navigate with arrow keys