OTS p46 wine Nov08.qxp 05/11/2008 16:59 Page 46
wine · Christmas crackers
Pop your corks
With works’ nights out
providing many a bar with
busy evenings in the run-up
to Christmas, OTS takes a
look at what brands are
spending big on marketing –
and why being out on
expenses means less
consideration is given to cost,
something licensees can use
to their advantage.
The difference a good wine offering
can make to a bar is something that
has been well documented over the
course of the past year in OTS, and the
Christmas period provides yet another
opportunity for licensees to benefit
from getting it right.
A strong wine list for a dining area is
essentially, while at the main bar works’ nights out and will therefore be encourages consumers to trade up.
getting the big sellers in stock, and at less choosy when it comes to price. Just in time for the Christmas rush,
the right temperature is the key to Wine Nation research has shown WaverleyTBS has re-launched its Oliver
success. It also helps to know what that people spend over £2.50 more on and Greg’s wine range following a
brands will be benefiting from a bottle of wine to drink when they are packaging revamp to coincide with the
marketing support over the period. out in a bar for a celebration or party. brand’s fifth birthday this year.
Pernod Ricard UK is backing Jacob’s Outlets must maximise this opportunity Apparently, created to avoid
Creek, the UK’s favourite wine brand, by ensuring they stock up on reliable, “pretentiousness and ‘flowery’ wine
with substantial and continued support recognisable brands, and offer language”, Oliver and Greg’s is a range
this Christmas. The activity is set to customers a range of price points at a of 10 varietally labelled wines from
further support the brand’s Three Vines time when they are looking to trade up around the world which has grown to
and Reserve ranges, as well as a raft of to a more premium product and treat become one of top three wine brands
NPD seen throughout this year. themselves. in the UK on-trade.
Pernod Ricard will also be Clare Griffiths, VP of European Behind each varietal, WaverleyTBS
supporting its G.H. Mumm and Perrier consumer marketing for Constellation boasts two flying winemakers who
Jouët Champagne brands – and with Europe, says: “Consumers are at the search the world for the best quality
Christmas a time for celebration, bars heart of everything Constellation does. wine at a price point appealing to
stand to benefit from those customers Brands like Stowells, Jack Rabbit and trade customers and their
looking to spend a little extra for Enchanté ensure we are able to consumers. Wine drinkers can enjoy
something they wouldn’t normally buy, offer consumers good quality wine a Pinot Grigio from Italy and a Merlot
especially if they’re charging their night at an affordable price, which is Blush from California without the
to company expenses. important given the current added complication of a winery,
It’s worth remembering that a economic climate. Hardys is a great vineyard and vintage.
number of customers in the weeks example of a mainstream brand that Its on-trade exclusivity, easy to
leading up to Christmas will be on has a range of price points to suit a understand labelling and single serve
variety of consumers’ 18.75cl version made it an instant hit
pockets, from a with operators and consumers alike
regular festive tipple and O&G has enjoyed enormous
to a special success among pubs and clubs.
Christmas Day Bridget Kilgannon, wine category
treat.” manager for WaverleyTBS says: “The
Clare also points O&G range is a perfect complement to
to the Robert pubs who serve food; from good
Mondavi portfolio British pub grub to the high end
of wines, which also gastro pub.”
· 46 · ots · november 2008 · www.55north.com/ots_home.asp
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