JP Chenet expands into the on-trade with draught partnership

By Jo Gilbert

Published: 29 April, 2016

French winemaker JP Chenet is moving into the dispense on-trade market in partnership with Vimto Out Of Home.

Six red, white, and rosé varietals by JP Chenet will be available in a 10L Bag-in-Box format, distributed exclusively by Vimto Out Of Home and its network.

The brand is hoping to capitalise on the expanding wine market.

Chris Davies, Sales Director UK On-Trade at Les Grands Chais de France Group (GCF), said: "The on-trade is changing all the time and moving towards wine: the 8412 outlets opened over the last two years have a wine market share of 23% whereas the 8914 outlets closed over the same period had a wine market share of only 15%.

"The new generation of bar owners see the benefits of dispense: quick service, ability to serve the same wine in a 125ml glass to a 1ltr carafe and consistent quality."

JP Chenet was founded in 1985 by Joseph Helfrich, founder of GCF.

The winemaker says it is challenging the view that draught wines compromise on quality and believes that dispense is no longer a step down from have a glass of wine poured from a bottle.

Their strategy will rely heavily on consumers choosing brands that are familiar to them.

"Nichols PLC / Vimto Out Of Home have a unique network of distributors around the UK that are experts in dispense," Davies added. "They were looking to distribute not only a quality wine but one whose name consumers would recognise, brand recognition being a major trade driver in the on-trade."

The partnership marks an expansion for Vimto Out Of Home in the on-trade sector, aiming to offer their customers a one-stop-shop for soft and alcoholic drinks.

Nick Yates, Trading Director for Vimto Out Of Home, added: "We consider our new partnership with JP Chenet a real door-opener that enables us to increase our offering to the licensed trade and add great value to our customers' businesses.

"JP Chenet is the number one French wine in the UK and indeed the world, and its popularity offers a huge opportunity for the outlets that we service to grow their sales beyond soft drinks. We strive to offer a true all-in-one solution to our customers in terms of products and service, and this partnership brings us a big step closer to this."

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