Capture More Wine ConsumersJuly 7, 2014 By: Donna Hood Crecca
Wine is not the top adult beverage choice for most diners in casual-dining restaurants, but the opportunity exists for casual concepts to capture more wine occasions. Techmonic, Inc. recently released their WineTAB Report which reveals:
· The food being ordered, the cost of the drink and drink menu descriptions are the most influential factors when consumers are ordering wine in restaurants and bars.
· On-premise wine marketing such as menus, promotions, samples and bartender/server suggestions are more influential for women, who are also the most frequent consumers of wine in restaurants.
· No single varietal or style stands out as the overwhelming favorite for restaurant patrons, but a larger portion of consumers will drink more than two servings of the trending wine types: Moscato, Champagne/sparkling wine and red blend.
· Variety in wine offerings is important to today’s consumers (41%), especially Millennials (44%) and Gen Xers (46%).
Many casual-dining operators are trimming wine lists in the interest of efficient inventory management, but the promotional effort should not be trimmed as well. Highlighting variety and showcasing wine via in-store promotion, server suggestion and menus that present food-and-wine pairings can prompt more purchases, driving up check averages and profits for casual concepts.