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Enotria looks to drive its by-the-glass initiative with new winter selection

Published:  19 September, 2013

Enotria's 'Discover' campaign that aims to encourage the on-trade to increase its by the glass offering is seeing "significant" growth, according to its on-trade sales director, Fraser McGuire.

As the distributor comes to the end of its September Roadshow of trade tastings acround the country with its London tasting, today, September 19, McGuire told Harpers earlier this week at its Manchester tasting that it has launched Discover 2, which aims to encompass wines for the winter season including sweet wines and ports and it has upped the selection from 55 wines to over 70.

The aim of the initiative is to work with suppliers to gain better prices for a by-the-glass category ranging from under £6, £6-7.50 and over £7.50.

Discover 1, was launched ahead of the summer season earlier this year and focused on summer wines including whites and an "over-index" on rosés.

Discover 2, includes the likes of Peller Family Estates, Icewine 2010, Ontario and Quinta Do Crasto Finest Reserve Port, NV, Douro.

"As we move forward incrementally with the likes of the duty escalator on wines, it means more self-strategy is needed to make a margin. By-the-glass and carafes offerings can realise that and it means the bottle of wine will become more of a one-off purchase," said McGuire.

He added: "If we look at the hierarchy at any list on any menu it's always been the cheaper wines that are offered by the glass. The idea was to speak to our producers and get them to come up with a price to fit a 175ml glass. By bringing this initiative forward we are now seeing our on-trade clients selling wines at more mid-range levels rather than entry level. It's not all about the classic grape variety either, consumers are now demanding more by-the-glass options and more unusual varieties and styles of wines.

Enotria's tasting roadshow has currently visited three locations across the UK including Glasgow, Manchester and Bath with 30 producers showing over 250 wines across its  portfolio. It ends in London today at the Royal College of Surgeons.