6. Wine Sales in the Hospitality Sector

Question 1

Identify and outline the 2 main types of Bars:

Answer 1

Specialist Wine Bars:

• Bars that specialize in selling wine (plus other alcoholic drinks)
• Usually independently owned / small chain
• Sometimes take form of Hybrids (both on/off premise wine sales).

General Bars:

• Less of a wine focus (usually less important that spirit / beer focus);
• Range is usually limited to major companies/regions/grapes and inexpensive/mid-priced;
• wide ranging appeal
• in wine-producing countries = usually local wine.

Question 2

Describe the range of wines usually offered by Specialist Wine Bars and the demographic they tend to appeal to:

Answer 2

Range of wine :

• Mid-priced to premium wine (sometimes super-premium)
• No big brands (can’t compete on prices vs SM/DD)
• Usually from less well-known regions/grape varieties.
• Wine by the glass with regularly rotating selection
• Some specialize in specific styles/regions, e.g. natural wine bars in Paris.
• Hybrid : Some also offer food/cheese and/or 3-course meals meant to pair well with the wines served.

Demographic : ‘high involvement’ consumers willing to pay above average $

Question 3

Describe the range of wines usually offered by General Bars and the demographic they tend to appeal to:

Answer 3

Range of wine :

• Inexpensive to mid-priced similar to those found in major retail outlets.
• Selection tends to be major regions/grapes/brands
• In wine-producing countries, tend to be local wines.
• Some have a specific theme (US Sports Bars, English Pubs, Irish bars) that skew the beverage selection accordingly, e.g. Irish Bars tend to promote Guinness, with little focus on wine.

Demographic : wide-ranging appeal, lower-involvement consumers.

Question 4

What opportunities do Specialist Wine Bars offer producers ?

Answer 4

Small producers : ideal route to market for smaller producers from lesser-known regions, of lesser-known styles/grapes.

Mid-sized producer : some larger chains (e.g. Davy’s in UK) sell large quantities of wine and may have own-label wines produced by a mid-sized producer.

Question 5

Identify and provide a general description of the 3 main categories of Restaurants:

Answer 5

Non-Destination Restaurants :

• Enjoying a meal is not main focus; e.g. quick meal before cinema/theatre or after work.
• Tend to be part of small/big chain
• Wine range from inexpensive to mid-priced

Casual Dining :

• Styles range from quick to longer meals
• Tend to be individual businesses or part of a small chain
• Good quality of food/wine but without formality of ‘fine dining’.
• Wine range from mid-priced to premium

Fine Dining/Destination Restaurants :

• Restaurant and meal are the main reasons for visit; Michelin stars, prestigious head chefs.
• Wine range from premium to super-premium

Question 6

Describe the range of wines offered at Non-Destination Restaurants :

Answer 6

NDR range of wine :

• Inexpensive-mid priced.
• Usually from well-known regions/grapes/brand
• In wine-producing countries, tend to be dominated by local wines.
• If restaurant has country-based theme (Italian, Spanish), wines tend to be heavily focused on that region.

Question 7

Describe the range of wines offered at Casual Restaurants :

Answer 7

Casual Restaurants :

• Mid-priced to premium wines
• Chosen with pairings in mind; menu/wine list may suggest pairings.
• Mix of wines from better-known regions/grapes and lesser-known as well.
• In wine-producing country, focus on local wines
• If restaurant = regional focus, wines will focus there as well (alongside wines from other regions).

Question 8

Describe the range of wines offered at Destination (‘Fine Dining’) Restaurants :

Answer 8

Fine dining restaurants :

• Premium to super-premium (limited release) wines.
• From well known wine regions to less known ones
• Food and wine pairings of utmost importance.
• Great source of pride for producers to be listed at these restaurants.

Question 9

Describe the differences between staff requirements at the 3 main types of Restaurant:

Answer 9

Non-Destination Restaurant :

• Low trained : Basic knowledge, wine is not main focus.

Casual Dining :

• Sufficiently-trained staff able to advise customers based on tastes, price range and/or food choices.

Fine Dining :

• Highly skilled staff : sommelier and/or wine director to make recommendations; also may use brokers to source hard-to-find wines for their wine list.