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Pubs and bars lose wine drinkers

Published:  23 July, 2008

Results from a recent on-trade survey conducted by research group Wine Intelligence, and presented at last week's London International Wine and Spirits Fair (LIWSF), have shown a decrease in the number of monthly wine consumers who drink in pubs and bars.

The percentage has dropped to 72 from last year's 76 from a base of over 1,000 participants.

The top two reasons reasons given by the 28% who choose not to drink wine are: preference for other drinks, such as beer' (40%) and don't go into pubs' (19%).

Richard Halstead of Wine Intelligence commented that both of these responses are a hard nut to crack for us in the wine industry'.

Other statistics showed that half of all monthly wine drinkers are dissatisfied with the range and value for money available with wine in pubs and bars, while a joint investigation carried out with Constellation Europe demonstrated a considerable gap between consumer wine repertoires in the home and in the pub environment.

Both results indicate a lack of choice for the wine lover in the on-trade.

Further findings indicated that well-presented and properly looked-after wine is the most important factor for a consumer when choosing wine in a pub, while clear pricing and brand recogition were also high on the list.

The top consumer suggestion for improvement was more promotions and special offers.

Commenting on how pubs and bars could encourage more wine drinkers, women in particular, Peter Spencer of Constellation Europe said: Wine drinking in pubs and bars needs to become more aspirational.

The quality of service has to be improved on, including clean glasses and wine served at the right temperature. We're currently working with a major high street company on moving to a draft wine which will hopefully give consumers the wine as the winemaker intended it to be.'