CGA’s 2021 on-trade reports are focused on helping operators and supplies alike sustain, grow and develop wine sales during 2021. Here’s how The Buyer will help bring them to you.
When the on-trade is finally allowed to re-open in 2021 it won’t just be a case of opening up your doors and getting business back to normal. Every bar, pub, restaurant and hotel in the country is going to have to effectively re-launch themselves and do all they can to attract the attention of their target customer base.
There is much talk of the so-called “pent up demand” that awaits the on-trade once the Covid-19 restrictions are lifted, but it would be unwise to simply assume sales are going to come flooding in regardless of what you do.
The best operators are working now with their importers, suppliers and most of all their staff to ensure they are ready and primed to go as soon as they are given the green light. It’s not just going to be about making sure you have enough stock to service demand, but that your drinks lists are in tune with what this new post-Covid consumer is going to want to see.
It is also likely on-trade outlets are going to have to still work to table service and online orders and need to use drinks menus that can engage with customers through their smartphones and apps.
Reports to help the on-trade re-launch
To help operators get their businesses just right for re-opening, CGA is pulling together a series of reports focusing on different aspects of their wine offer. Reports that will be released over the coming weeks
The Buyer is working in partnership with CGA to offer its own insights about what is happening in the on-trade channel, and what changes in consumer behaviour and trends we are seeing.
Mark Newton, CGA’s client director, says:“The on-trade has gone through a tumultuous year, but there are real hopes it can come back strongly once the Covid-19 restrictions are lifted. CGA is doing all it can to give its on-trade partners the continuing support, help and insights they need. These four new reports, focusing on key questions for the wine category, are a core part of this strategy. .”
Richard Siddle, editor-in-chief of The Buyer, says: “Consumer trends and changes in behaviour have been on fast forward throughout 2020 and are continuing into 2021. How you were running your business in March 2020 is simply not fit for purpose nearly 12 months later. That’s why The Buyer is delighted to be working with CGA to bring these four reports to market and offer on-trade operators and suppliers alike the insights and analysis they need to come back as strongly as possible once the on-trade can open up again.”
The Four Reports
The four reports in the series kicks off with the first report that is available to buy now:
Report 1
The Wine Menu in Focus.
This first report examines the role of the wine list and wine menu in how consumers choose which wines to buy. Using sophisticated menu engineering analysis, it shows how businesses can best engage consumers and take advantage of increased use of digital devices at the table and busts some common myths about menus.
It shows that around three quarters (73%) of wine consumers use menus when deciding what to drink when they are out—and nearly half (44%) always do so. It examines the dynamics of managing a wine list during Covid when operators are limited to table service and have to use apps and online tools to engage with customers. But this new way of working is actually proving beneficial, particularly amongst younger age groups with one in three 18 to 34 year-olds preferring to use an online wine menu.
The report also looks at menu size and how many wines work best in a range – with a selection of 15 wines seen as the optimum number for many venues, with 40% of regular wine drinkers asking for menus with 11 to 20 wines on them.
“Given digital menus are far less structured and can be easily tweaked – now is the time to experiment with the likes of positioning, descriptions and costs,” says the report.
CGA’s Newton says: “It’s clear that menus have never been more crucial to guest engagement, and in 2020 it was often the only way to influence choice. They provide suppliers and operators alike with the chance to educate and entertain guests and inspire them to trade up—but in such a brief window for engagement, menu design and copy has to be spot on. With table service likely to be the norm for some time, it is so important to understand what does and doesn’t work on menus. Investing in menu optimisation now is very likely to pay off when people are able to enjoy drinking wine out of home again.”
Report 2
Emerging Worlds in Wine
Is this the time to be introducing wines from growing, emerging regions such as Georgia to your list? Picture Miles Willis
Expert guidance for striking the right balance between new and interesting wines from emerging nations and the tried and trusted traditional wine markets. This is a chance to understand and capitalise on the demand for wines form emerging markets, and ensure listings for trusted options are maintained.
Report 3
The Future of Fizz.
This report dives deep into sales and consumer attitude data to provide a detailed understanding of the ever-popular sparkling wine category. It investigates the potential of ‘Pink Prosecco’ and the increasing demand for English sparkling wine and considers what other drinks might shake up the category this year.
Report 4
The Impact of COVID-19.
The final report in the series sets out the huge impacts of the pandemic so far and looks ahead to more change. With valuable insights into consumers’ cautious new attitudes, it shows how to preserve wine sales amid turmoil and highlights opportunities to watch for in a post-COVID world.
Each individual report is available for £875, and the complete set of four can be bought for £2,600 (excluding VAT). Click here for more information on all four.
- If you are specifically interested in the first wine menu report then click here.
- For more information contact Mark Newton, client director at mark.newton@cga.co.uk.
