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Molson Coors launches 2017 on-trade wine brochure

The brochure will help publicans, bar owners and restaurants to build the perfect wine list for their customers.

The brochure uses the Molson Coors’ Category Ladder tool which divides wines into five categories: regional premiums, emerging varietals, regional classics, varietal favourites and brilliant blends.

Each wine is assigned to a category, which offers operators information on which type of consumer tends to enjoy wines in that category.

For example, within the La Joya range – a Molson Coors exclusive from Italy – it offers Viognier, Gewurztraminer and Carmenere, which are classified as ‘emerging varietals’. This means it would appeal to drinkers that want to try something new and outlets with adventurous customers.

The Molson Coors wine range, part of its delivery service to the on-trade, extends to over 700 wines, all of which feature in the new brochure, with 400 exclusive to the on-trade and 150 exclusive to Molson Coors.

“Our wine range is in its eighth consecutive year of growth, with over 80% increase in volumes since 2009, meaning we are able to offer outlets more choice than ever,” said Gary Keller, head of wine at Molson Coors.

“The new wine brochure showcases our quality range in a visual and palatable format. As well as showing our range, the brochure offers advice to operators on maximising wine sales and getting the right selection of wines for their venue.”

The Molson Coors Category Ladder

• Regional Premium – Old and New World renowned regions offering wines of outstanding quality. Suitable for consumers with excellent wine knowledge.

• Emerging Varietals – Discovery Varietals and Regions that create menu interest and appeal to drinkers that want to try something new

• Regional Classics – Old and New World renowned wine regions offering choice to consumers with some/good wine knowledge

• Varietal Favourites – The main 7 grape traditional grape varieties (Merlot, Shiraz, Cabernet Sauvignon, Zinfandel, Chardonnay, Pinot Grigio & Sauvignon Blanc) which account for over 60% of all On Trade wine sales. Suitable for the everyday wine drinker

• Brilliant Blends – House wines suitable for the price conscious consumer.

• Molson Coors