We live in a world of fact-based decision making. The only snag for the casual dining sector of the on-trade that when it comes to wine there are few facts, figures around to base those decisions on. The Buyer is hoping to play its part in addressing that issue by teaming up with on-trade consultancy, CGA Strategy, to produce a series of reports based on consumer dining data and the direct feedback from the sector’s leading operators, suppliers and distributors.
Series of four new CGA Strategy and The Buyer reports will look at how different wine countries, wine styles, varietals are performing and what are the best prices, and type of wine list best suited to get diners to trade up in casual dining and food driven on-trade.
The Buyer is linking up with on-trade research business, CGA Strategy, to help produce a series of exclusive reports that looks to get under the skin of the casual dining and food-driven on-trade wine market, potentially for the first time.
The wine trade has long been frustrated by the lack of high level data and insights in to the trends and underlying issues that are shaping current and future wine sales in the premium on-trade.
These new series of reports will use a combination of CGA’s consumer and volumetric data combined with insight and commentary from The Buyer based on interviews with wine industry leaders based on their response and reaction to CGA’s findings.
CGA’s research will be based on over 8,000 interviews it has conducted with wine drinkers across the UK, which will be assessed alongside key volumetric and sales data from its OPMS service.
Initially the series will include four separate reports looking at different aspects of wine in the on-trade. They include:
How wine is performing in the casual dining sector
This report will assess the role of wine within casual dining, both from a consumer point of view and how leading operators are using wine as part of their drinks strategy. It will explore the role of brands within casual dining, what the potential is for wine to grow in the sector and what are the main challenges to ensure wine remains relevant both to divers and operators.
How important is country of origin still to the average restaurant wine drinker? Which ones are performing the best and have the highest perception rate amongst diners? This report will also look at how different varietals from around the world perform and how much traction they have with consumers and is this reflected in bottom line sales? This study will look at both UK data, but also cross check with trends coming out of the US.
Tailoring the Perfect Wine List
It is the most important thing to get right. You might have bought the right wine, but how you present it on a list is crucial. This report will assess the role of price, choice and decision making amongst diners and offers some best practice advice on pricing and ranging. It will also look at how many wines make up the ideal wine list for your channel of the on-trade and what consumers are looking for and how different consumer types require different menu options.
Premiumisation and Polarisation
It is the talk of the trade, but how does premiumisation actually work in reality. How far can you effectively “trade up” a customer and which type of wines are best suited to charging a little more for. What are the education cues needed to convince consumers to pay more for their wine and what do restaurants need to be doing more on the floor to get diners to move higher up the wine list.
How to get involved
Whilst the bulk of these reports will come direct from CGA data and analysis, their ultimate value will come also from the input and co-operation of individual wine importers and distributors to share their thoughts and insights in to each of these four key areas.
If you would like to be involved in helping to shape the content and to be potentially included in any of these reports then please contact Richard Siddle at firstname.lastname@example.org and email@example.com.
Each individual report will cost £750 to purchase on their own, but discounts are available for multi-buys including:
- 1 report: £750
- 2 reports: £1,500
- 3 reports: £1,750
- 4 reports: £2,000.
Each report will be produced both as a powerpoint presentation and in a PDF format for customisation purposes.
If you would like any more information about how the reports will be put together or the other services provided by CGA then contact Mark Newton at firstname.lastname@example.org