Bibendum and Bidvest Foodservice team up for "less-is-more" wine menu

By Jo Gilbert

Published: 13 April, 2016

A new range from Bidvest Foodservice is being positioned to target those looking for a recognisable, easy-to-drink wine list.

Bidvest Foodservice's Specialist Drinks Division, ViVAS, has launched its own range of Britain's favourite grape varieties to form the "back bone" of any wine menu.

The Chalk Farm range will be sticking to ViVAS' less-is-more ethos with just five wines: Chilean Merlot, Australian Pinot Grigio; Australian Shiraz, Californian Zinfandel Rosé and Chilean Sauvignon Blanc.

The Chalk Farm range is being delivered in partnership with Bibendum.

The labels are numbered one to five so that staff who don't have extensive wine knowledge are able to sell and serve the wines.

Keeping the range concise and familiar, the brand is hoping to bridge the gap between consumers and operators in the on-trade.

ViVAS marketing manager, Matt Towe, said: "With wine becoming the UK's most popular alcoholic drink, where six in ten people describe it as their 'drink of choice', the majority of consumers know what they like and what they want to drink when making out of home purchases.

"It's vital that operators get their wine menus spot on, and this can be daunting for those with limited knowledge and resources. The Chalk Farm range fills this gap with approachable and instantly recognisable labels to make it easy for consumers to identify their favourite grape - which in turn helps operators and staff who don't have much experience in selling wine, give consumers exactly what they want."

It is being launched for the pub, restaurant and bar trade either as a complete collection or as a core range from which to build a more extensive wine list.

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