As someone who has worked in wine for most of their adult life, it’s often surprised people how (as close to a rule as there can be), I won’t order wine in a pub. However, this is probably not a surprise to people who actually work in the trade… Whites too cold, reds too warm, filled up to the brim of a heavy 250ml goblet. Not to say this is all pubs, there are plenty that take incredible care over their wine service, but many don’t get it quite right.
But why is wine underrepresented in pubs, and what can the wine sector do to help operators realise their true potential?
There are of course plenty of suppliers that effectively invest in this channel but the overall sentiment I witness, is that ‘wine in pubs is as good as it’s going to be’. This feels like a massive missed opportunity, given around 15 million Brits visit the pub every week.
In recent years, I have spent an increasing amount of time working with brewers. Unsurprisingly, they are very adept at engaging with publicans. So, I ask, can wine learn from beer and elevate the category in the great British pub by more effectively supporting and communicating with pub owners?
The Business Case for Wine in Pubs
There are compelling reasons for pubs to embrace wine sales more fully. The rise of destination, food-led pubs has opened the door for many more pub goers to seek a better wine drinking experience, even in wet-led pubs.
Moreover, the pub customer is changing. Younger generations, particularly millennials and Gen Z, are drinking less but seeking better quality and experiences when they do. These consumers are looking for variety, quality, and authenticity, which they are often unable to find in the limited wine selection that most UK pubs offer. There is an opportunity here for the wine sector to step in and provide these younger, more wine-savvy consumers with the products they are craving.
From a business perspective, wine also offers good margins compared to many other categories. A well-chosen wine list, especially with a range of mid-to-premium options, can drive increased sales and profitability. Furthermore, a thoughtfully curated wine selection can elevate the pub's status, attract new customers, and boost repeat business.
In a market landscape where pubs increasingly need to differentiate themselves and offer experiences to their customers, catering to wine lovers feels like a great way of doing this.
Business to Business Communications – How the Brewers Get it Right
Needless to say, there is a gap between wine and beer supplier budgets, and by no means am I suggesting that wine suppliers should be offering to cover 50% of their customers’ Sky Sports package. However, the level of ranging guidance, brand agnostic advice on category optimisation and support in getting service right are areas in which brewers excel, begging the question: could wine suppliers take some learnings?
So how can suppliers help?
1. Service: Try giving a Guinness drinker a pint in a Stella glass and see what happens. Brewers have invested heavily in educating consumers on how their beer should be served and supporting operators in delivering this correct service. Budget and scale are of course always an issue, but working with some key customers that are passionate about the category could be a great way to raise consumer awareness on what good service looks like. Providing select pubs with some better-quality glassware and 250ml carafes to serve by the glass without wine being filled to the brim is a sensible investment for suppliers to help their customers elevate the service of their brand.
2. Tailored Wine Lists: It is an age-old issue, operators need a range that is exclusive to the on-trade, however, how do you effectively ladder pricing for consumers without relying on brands well known from the off-trade? Increased investment, either by account managers, or via education in trade media. Building wine lists that more effectively communicate about the wines and the price point can help publicans better sell wine to the end consumer. Most bar staff and their customers won’t know much about wine, so tasting notes feel pretty pointless, but telling the stories of each wine can be a really valuable sales tool on wine lists.
3. Bring Pubs into the Wine Trade: It has long felt like the pub industry is a cousin to the wine trade opposed to a sibling. At many trade tastings, buyers from the pub Cos are vastly outnumbered comparative to their relative size. While there are numerous incentives for front line staff in Multiple Specialist Retailers and Independent Merchants provided by suppliers, I’m not aware of this being nearly as commonplace among pubs. Education is of course vital and no doubt there are great account managers up and down the country training pub staff every day, but can we do more to bring pubs into the fold? Connecting them with the winemakers and put on dedicated trade trips for publicans could be a route to greater buy-in and understanding from pub operators.
4. By the Glass Ranging: An uninspiring by the glass range has to be one of the most damaging factors for a pub’s wine reputation. How many of us have walked into a pub that has a by the glass range of three wines, two of which are Sauvignons? Wastage and space are always going to be factors but communicating with publicans on what products are getting cut through with consumers and how to sell them can really help to improve their range. For the right operators, supporting them with tech such as Coravin or dispensers can help to elevate their by the glass range and bring more money into the category.
5. Innovation in Wine Formats: For pubs with limited space or budget, premium bag in box, wine on tap, and wine in cans are growing trends that can expand the offering while also reducing waste. These formats allow for higher margins and provide customers with the opportunity to experiment with different wines without committing to a full bottle.
Conclusion: A Wine-Led Future for UK Pubs
The UK pub sector is ripe for innovation when it comes to wine. As the pub industry continues to evolve, it’s clear that the opportunity for wine is vast and suppliers to the on-trade can really help publicans along this journey.
By helping them to better understand what quality wine service looks like and supporting appropriate operators in achieving this, is a great first step in lifting consumer perception and elevating the experience of wine in pubs.
By leveraging the growing consumer demand for premium wines, embracing more diverse and creative wine lists, and providing adequate training and support to pub staff to increase the quality of their by the glass range, wine producers can drive more sales via this channel.
By bringing pubs more into the fold of the wine trade, there’s no reason why UK pubs can’t become a powerhouse for wine sales, offering a wealth of opportunities for both the wine trade and the pub sector alike.
