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Outlet and customer type

Outlet and customer types can also influence how you range and lay out your wine list. Click on the menus below for some useful hints and tips:

Outlet Type

Customer Type

Food led quality - high street

Needs to have:
  • A substantial range across all pricing group.
  • Equal balance of new versus old/red and white.
  • A wine from each style available.
  • Strong presence of rosé and sparkling/Champagne.
How:
  • Put sparkling at the top of the wine list as a reminder and call out its occasion. It must be separated from Champagne.
  • Offer a good range of wines at different pricing tiers, across popular varietals i.e. Highlight trade up options on the menu, giving customers a reason to buy. Matching these wines with meals will also drive experimentation. Highlight any special qualities such as ‘'award winning'’ to eliminate risk.
  • Keep the language simple (max three to five words to describe the wine). Ensure the wine list is separate from the food menu.

Local pub

Needs to have:
  • Higher ratio of new versus old world.
  • Higher proportion of white versus red.
  • Rosé offering.
  • Sparkling offering.
  • Lower priced wines.
How:
  • Ensure there is a rosé offering for new wine drinkers - layout the wine list by taste/style profile, so that lighter wines are highlighted and take away risk. Ensure these wines are available by the glass.
  • Put sparkling at the top of the wine list as a reminder and call out its occasion. It must be separated from Champagne.
  • Keep the language simple (max three to five words to describe the wine). Ensure the wine list is separate from the food menu.
  • Provide basic food matching.

Hotels

Needs to have:
  • A substantial range across all pricing group.
  • Equal balance of new versus old/red and white.
  • A wine from each style available.
  • Strong presence of rosé and sparkling/Champagne.
How:
  • Put sparkling at the top of the wine list as a reminder and call out its occasion. It must be separated from Champagne.
  • Highlight trade up options on the menu, giving customers a reason to buy. Matching these wines with meals will also drive experimentation. Highlight any special qualities such as '‘award winning'’ to eliminate risk.
  • Keep the language simple (max three to five words to describe the wine). Ensure the wine list is separate from the food menu.   

High street value food and drink

Needs to have:
  • New world bias.
  • White and red wines from each taste profile.
  • Ensure a sweeter choice for whites.
  • Accessible sparkling skus.
  • Lower priced offerings.
How:
  • Ensure there is a rosé offering for new wine drinkers - layout the wine list by taste/style profile, so that lighter wines are highlighted and take away risk. Ensure these wines are available by the glass.
  • Keep the language simple (max three to five words to describe the wine). Ensure the wine list is separate from the food menu.
  • Provide basic food matching.
  • Put sparkling at the top of the wine list as a reminder and call out its occasion. It must be separated from Champagne.   

Quality high street drinking

Needs to have:
  • Majority new world wines, although some old world are still required.
  • A rosé offering.
  • A sparkling and Champagne offering.
  • A balance of red and white wines.
  • A tiered pricing approach across all pricing bands.
How:
  • Put sparkling at the top of the wine list as a reminder and call out its occasion. It must be separated from Champagne.
  • Highlight trade up options on the menu, giving customers a reason to buy. Matching these wines with meals will also drive experimentation. Highlight any special qualities such as '‘award winning’' to eliminate risk.
  • Keep the language simple (max three to five words to describe the wine). Ensure the wine list is separate from the food menu and on display at all times in easy reach for the customers.   

Premium food led local

Needs to have:
  • Equal balance of new versus old.
  • Red old world bias.
  • White/rosé/sparkling new world bias.
  • A wine from each style available.
  • Pricing to span across all pricing bands.
  • Strong presence of rosé and sparkling.
  • Trade up options on all key varietals.
How:
  • Put sparkling at the top of the wine list as a reminder and call out its occasion. It must be separated from Champagne.
  • Highlight trade up options on the menu, giving customers a reason to buy. Matching these wines with meals will also drive experimentation. Highlight any special qualities such as '‘award winning’' to eliminate risk.
  • Keep the language simple (max three to five words to describe the wine). Ensure the wine list is separate from the food menu and on display at all times in easy reach from the customers.

Branded and themed

Needs to have:
  • Majority new world wines, although some old world are still required.
  • A rosé offering.
  • Sparkling and Champagne offerings.
  • A balance of red and white wines.
  • A tiered pricing approach.
How:
  • Layout the wine list by taste/style profile, so that lighter wines are highlighted and take away risk. Ensure these wines are available by the glass.
  • Keep the language simple (max three to five words to describe the wine). Ensure the wine list is separate from the food menu. Ensure there is a copy of the wine menu on the table at all times.
  • Highlight trade up options on the menu (‘we recommend’), giving customers a reason to buy. Matching these wines with meals will also drive experimentation. Highlight any special qualities such as '‘award winning’' to provide customers with confidence.
  • Put sparkling at the top of the wine list as a reminder and call out its occasion. It must be separated from Champagne.

Newbies

How you can appeal to Newbies:
  • Newbies have a preference for rosé and white wine.
  • They love wines from the USA, such as White Zinfandel rosé, Australia and Argentina and like wines from Italy, mainly Pinot Grigio.
  • The key thing they are looking for is something they’ve tried before and know they like therefore a recommendation based on taste such as ‘Light’ or ‘Fruity’ could encourage them to try something new.
  • Newbies are more likely to trade up if it’s a brand they know. Make sure you have a well known branded rosé, choice isn’t as important as familiarity.
Words to describe wine to Newbies:
  • Red: fruity, full, smooth.
  • White: sweet, dry, light, fruity, crisp, refreshing.

Occasionals

How you can appeal to Occasionals:
  • Occasionals are more likely to go out for formal events.
  • They have a preference for a blended wine in red and like Sauvignon Blanc and Chardonnay in white wine.
  • They like new world wines from Australia, and Argentina. They are also likely to buy French and Spanish wine in the On Trade.
  • Brands are important so ensure this is clearly displayed on your wine list.
  • Use food matching wording such as 'Great with a Roast' or 'Perfect with Fish'.
  • Occasionals are heavily led by the wine description on a menu more than promotional activities.
Words to describe wine to Occasionals:
  • Red: fruity, full bodied, smooth, rich, heavy.
  • White: dry, refreshing, medium, light, sweet, crisp.

Engaged Explorers

How you can appeal to Engaged Explorers:
  • They drink all wine colours with a preference for red wine as a formal drink and white for a social occasion.
  • They like wine from Australia, South Africa and Italy – though they will drink wines from many different countries over a year.
  • Engaged Explorers have a good knowledge of wine and are less reliant on recommendations. Giving information about a wine is the best way to communicate with them, things like age (vintage), regions or awards the wine has won.
  • Have a good variety of higher priced wines in the wine list.
  • Make sure grape varieties are clearly visible.
Words to describe wine to Engaged Explorers:
  • Red: fruity, full bodied, smooth, rich.
  • White: crisp, dry, fruity, refreshing, light.

Routiners

How you can appeal to Routiners:
  • They drink all wine colours with a preference for white wine, especially at a social occasion.
  • They like wine from Australia, Italy and Chile. Preferred wine types are Merlot for red and Pinot Grigio for white.
  • Routiners are looking for wine to enjoy at the end of the day.
  • They stick to wines they know or will go with a recommendation from a friend or family member so have a recommended wine for each country.
  • Brands are very important to this group so make brands clearly visible.
  • Make sure you have uncomplicated wine descriptions.
Words to describe wine to Routiners:
  • Red: fruity, flavoursome, smooth, easy to drink.
  • White: crisp, fruity, dry, refreshing, light.

Strong Prospects

How you can appeal to Strong Prospects:
  • Strong Prospects have a preference for white wine when it's a formal occasion like Chardonnay or Pinot Grigio, and red for an everyday drink such as Merlot.    
  • Favourite countries are Australia, France, Italy and New Zealand.
  • Strong Prospects like to drink wines from lots of different countries and are willing to try something new.
  • They also pay attention to the wine description so a carefully prepared wine list is essential.
  • Put personal recommendations in the wine list 'Highly recommended…'.
  • Use food matching wording such as 'Great with a curry' or 'Compliments our risotto'.
Words to describe wine to Strong Prospects:
  • Red: fruity, smooth, rich, full bodied.
  • White: sweet, dry, fruity, crisp, refreshing, cold.

Confident Enthusiasts

How you can appeal to Confident Enthusiasts:
  • They drink all wine colours equally enjoying red and white wine, Cabernet Sauvignon being a particular favourite for red and Sauvignon Blanc for white. Pinot Grigio is popular for both white and rosé wine.
  • Confident Enthusiasts drink wines from every country and are the most experimental group. Their favourite country of origins are Australia, the USA, France and Argentina but make sure you have plenty of variety with different grape types and countries.
  • They are not as driven by promotions as they will happily pay full price for a wine they believe to be high quality.
Words to describe wine to Confident Enthusiasts:
  • Red: fruity, full bodied, smooth, flavoursome.
  • White: crisp, dry, refreshing, sparkling, light.

Economisers

How you can appeal to Economisers:
  • They drink all wine colours with a preference for white wine.
  • Their favourite origins are Australia, France and South Africa.
  • Chardonnay and Merlot are their choice of varietal.
  • Make sure prices are visible with a clear price structure from good to best.
  • Include entry level Australian, French and South African wines in the wine list.
  • Use food matching wording such as 'Great with your steak'.
Words to describe wine to Economisers:
  • Red: fruity, full bodied, smooth, rich.
  • White: dry, crisp, fruit, sweet, medium, light.

Experts

How you can appeal to Experts:
  • They have a preference for red wine and are least likely to drink rosé.
  • They like old world wine from France and Italy, new world wines from Australia and Chile. They also like Sauvignon Blanc from New Zealand and Tempranillo from Spain.
  • Experts have a good knowledge of wine and are less reliant on recommendations. Giving information about a wine is the best way to communicate with them, things like age (vintage), regions or awards the wine has won.
  • Give slightly more space to red wine and old world wines in the wine list.
  • Have a good variety of higher priced wines.
  • Make sure countries and grape variety are highlighted.
Words to describe wine to Experts
  • Red: full bodied, strong, smooth, heavy, rich.
  • White: crisp, dry, fresh, fruity, citrus.
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