“Consumers have become more demanding and more discerning when it comes to their pub-going habits. With increases in standards of living and better quality homes, not to mention the advent of modern coffee shops and the growth in fast casual dining, today’s pub visitor is looking for something more than a simple watering hole.” (Pub&Bar, September 2012)
Fun events are a great way to grab people’s attention and get them to visit your venue. Wine tasting evenings are a great way to set yourself apart from the competition as they create a real buzz about a venue. If you deliver a great event customers are more likely to return in the future.
- Creates interest in the restaurant/pub/bar
- Creates interest in the wine list
- Increases wine sales
- Develops customer and staff wine knowledge
- Provides the opportunity to contact key customers on a regular basis
Implementing Wine tasting evenings
- Ensure these events are frequent and polished.
- Establish a monthly wine tasting event for customers. When correctly run tastings can be extremely profitable. For help organising and conducting the event look at http://www.wineeducators.com which lists an extensive directory of qualified and experienced wine professionals nationwide.
Themed & seasonal events
Building wine into a themed or seasonal event is a great way to boost sales. Here are some tips:
- Create a wine list designed specifically for the event.
- Select appropriate wines – for example Champagne or a rosé for Valentines, or Australian wines if you’re having an Aussie themed night.
- Look at package selling (incorporating wine and a meal at one price.)
- Include tasting notes and prices on all point of sale materials.
- Remember to brief all front of house staff so they’re aware of offers.
- Review how successful the event was for future promotions.
Shout about it
Don’t forget to advertise! The best event in the world will fall short if nobody knows when and where it is! Social media (Twitter and Facebook) are great ways to spread the word (and they’re free!)