Crown Cellars, the specialist wine and spirits division of Carlsberg UK, has launched its first Future of On-Trade Wine report.
Conducted with over 1,000 wine consumers and 500 on-trade outlets, country wide, the aim of the research is to uncover whether the on-trade is meeting customer expectations when it comes to wine, what is being done well and what areas can be improved upon.
Overwhelmingly the research has revealed that there are two very different groups of customers who have very different attitudes towards wine. These two groups are differentiated by generations: Millennials, or those born in the 80s – 00s and the rest.
Fundamentally they would both like more choice and help with navigating wine lists. Both groups would like to feel inspired and enthused to try new wines and underpinning all of this is a desire for quality, both in terms of the wine itself and the overall experience. How these needs are met, however, needs to be tailored in order to recruit millennials in to wine and engage and retain those over 30.
Millennials need to be inspired with a strong visual display in order to compete with other categories such as craft beers and ciders and would like to see simple, engaging descriptors on the wine list. Currently they don’t feel that there is enough guidance around taste and are being discouraged from exploring the category and diversifying. In contrast, over 30s feel more confident in their wine choices but they appreciate wine and food matching recommendations and are more likely to trade-up if encouraged to do so.
Overall, the research highlights that the trade has a more positive view of its wine offer than customers do. The biggest disparities are around range (countries and grape varieties), staff advice, temperature of wine and presentation. In all of these areas, the trade scored themselves much higher than consumers did. Indeed, 61% of the trade think that wine quality has improved in recent years compared to only 35% of customers.
Paul Waller, Director of Third Party Brands says “Wine in the on-trade has developed and evolved significantly in the last decade, but it is clear that there is still some way to go to catch up with other drinks categories and with customer expectations. When you consider that 41% of wet-led pubs still don’t have a wine list, and 28% of pubs don’t think that wine training is important, there is still work to be done. We are looking forward to using this research along with our experience and knowledge of wine trends to better advise and educate the trade.”
Additional research highlights: