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Infographic: why the on-trade is losing out on wine sales

Published:  26 August, 2014

Get a snapshot of what drives consumer's decisions about what to drink when they're out in bars and restaurants by checking out our infographic on the subject.

Harpers second exclusive consumer report, Demystifying Restaurant and Bar Consumers, clearly illustrates what makes the average British consumer tick when it comes to choosing drinks while out and about, and how wine could do better. The report shows that on-trade is potentially losing out on thousands of pounds of trade a day because of its inability to sell wine effectively. 

The industry has long struggled to compile an accurate picture of this segment of the market, and our report, which includes over 1,000 consumer interviews, gives a much clearer picture across the regions.

Check out Demystifying Restaurant and Bar Consumers for full detailsUK on-trade wine trendsHarpers report on Demystifying Restaurant and Bar Consumers gives a clearer picture on trends in the on-trade, and how wine can do more.

We have compiled an infographic of the report's main findings, designed so that the on-trade can learn how to maximise sales and connect with consumers. If the on-trade doesn't improve its performance, wine may increasingly be relegated to a stay-at-home category as supermarkets and specialist retailers steal share.

Once again, the UK wine trade came up short when it came to connecting with consumers. It needs to find better and more innovative ways of getting its message across.

The positive news to come from our research is that drinkers of all ages from across the country are willing to engage with wine, but are looking for more innovation, instruction and motivation.

How to buy the report

Demystifying Restaurant & Bar Consumers: stragetic insight into the UK on-trade still wine market is produced by the Harpers Data & Insights division and is available to purchase through the William Reed shop  or through Insights section. 

The reports costs £1,250 plus VAT and can be bought along with the Demystifying the Consumer: The UK off-trade report for a combined fee of £2,000 plus VAT. A saving of £500.