August 2009 Archives

Responsible drinking is hot on the agenda with the government keen for their new initiatives to be taken seriously. We're seeing signs that both consumers and retailers are taking steps to respond - creating a greater awareness of responsible drinking and making low alcohol options readily available.

There are now a considerable number of lower alcohol wines on the market, which provide all the flavour without the alcohol content. For example, the ever popular Pinot Grigio and Pink Zinfandel/Grenache are great examples of lower alcohol styles of wines.

Just as consumers don't always want a highly alcoholic wine, many don't want an oversized glass. Caterers should be responding to this by giving consumers the option of the size of glass when they order.

Isabelle Davis, ViVAS marketing manager

Part of creating a winning wine list is knowing what sells and what has fallen out of favour.

Looking at the market now, Rosé is no longer just being seen as a summer drink and sales are continuing to grow - we've seen an increase of market share in the on-trade of 2.7% in the past year which equates to one in every 10 glasses sold. The category is being driven by Pink Zinfandel but more styles are beginning to emerge as it matures. Sales of sparkling wine such as Cava, Prosecco and Cremant have also increased as drinkers turn away from Champagne, and pulling through from the consumers' love of Rosé, sparkling varieties are also becoming more fashionable.

And while Chardonnay is still the most popular grape variety, both Sauvignon Blanc and Pinot Grigio, which has seen an impressive 63% increase in the past year, are fairing well. Red wine sales are falling but Shiraz is still holding its own. Currently Bordeaux, Soave and German wines are not performing well.

Bearing these trends in mind when planning your wine list will ensure you really meet the needs of the customer and encourage their repeat business.

Henry John, ViVAS marketing manager