Fuller’s champions English fizz in own pubs

By Angela Mount

Published: 08 August, 2017

Fuller’s has replaced its Champagne house pour with English sparkling wine throughout its own pubs following a ‘highly successful’ trial.

Removing Collett Brut entirely from its portfolio, the pub group has replaced the French bubbles with a selection of whites and rosés from Bolney Wine Estate, Hambledon Vineyard and Furleigh Estate Vineyard & Winery.

The bold move followed a highly successful trial in 28 Fuller’s pubs ahead of Christmas 2016, replacing the house Champagne with Chapel Down Three Graces Brut 2010, selling at the same price, and increasing sales of house sparkling by 30%, said Fuller’s.

“In the first four months of our new fiscal year, English sparkling wine sales have far outstripped the old house Champagne sales in our managed pubs, with depletions to our own pubs, albeit including some pipe filling, five times higher than last year,” said head of wine, Neil Bruce.

Fuller’s on-trade customers, who are free to purchase “whatever and wherever” they like, had been “extremely supportive” too, he added.

The group has retained a range of Champagne brands in its portfolio and on the wine list in its own pubs, Bruce however said at this stage, he expected Fuller's would keep its current range of English fizz for next spring’s portfolio, and add to it.

“English sparkling wine is here to stay,” he said.

Welcoming the initiative, English Wine Producers’ marketing director, Julia Trustram Eve, said: “This is fantastic news, and Fuller's has done an incredible job by recognizing the quality of English sparkling wine by putting it at the forefront of their pouring selection - let’s hope the move inspires other on-trade groups and restaurants to consider English fizz as their house pour as the momentum for these wines continues.”

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