Bibendum launches 'Mode' a new tool to identify on-trade trends as they emerge

By Erin Smith

Published: 25 August, 2016

Bibendum's insights team has launched a new data tool called 'Mode' to help identify on-trade trends as they develop rather than relying on sales data that is often not captured until after a trend has already begun.

"With Mode we can help our customers create lists that make them stand out from the mainstream. Customers regularly ask us 'what's cool?' as they look ahead to the next big thing - Mode can offer them a definitive answer to this question," said Alex Linsley, head of market insight at Bibendum.

The tool analyses current wine lists from market-leading on-trade outlets to see what current venues are serving and tracks what wines "take hold and spread." Bibendum then can help identify and advise their customers to add something different to their lists to potentially take advantage of these trends as they develop.

Bibendum Tastings

London: 12 September

Leeds: 13 September

Bristol: 14 September

Bibendum has used the tool to develop the line-up of what they will be showing at their Autumn tastings.

Suppliers more and more are looking at data to help their customers sell more wine in the UK on and off-trade and Mode helps to add value to Bibendum's customers according to Mat Bird, marketing director at Bibendum.

He said: "We value the partnerships that we have with our customers and are always looking to offer additional support where we can. The creation of Mode demonstrates how we can deliver added value that is over and above what our competitors are offering. We can help our customers create lists that will not only raise their profiles as trailblazers, but also help them sell more as a result of being ahead of the trend."

Mode is not just used for identifying on-trade trends, but off-trade trends as well.

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