World Wine Consumption to Increase

World wine consumption will continue to grow towards 2014 driven by the US, China and Russia, according to data released last month by VINEXPO and The International Wine and Spirit Research (IWSR).

VINEXPO, the international wine and spirits trade exhibition, takes place in Bordeaux, France, from 19 to 23 June 2011.

In order to get the most out of this growing market, hotels in particular, must re-invent the way they sell wine, says Robert Beynat, CEO of Vinexpo.

Do not keep the wine hidden away. Wine bottles are beautiful objects. Why not put your cellar in the middle of the restaurant like the Grand Hyatt in Singapore? Another great example of creating theatre out of wine is the Radisson Blu hotel at Stansted Airport, UK, where the Angel's Wine Tower Bar offers more than 4,000 bottles in a soaring glass wine case. Once ordered, bar staff travel up the tower on ropes to retrieve your wine selection.
Have a large range of products on offer.
Be able to explain and advise. Don’t just recommend the most expensive wines to the customer. Be attuned to the guest who wants to buy but is a little nervous and needs advice and recommendations.
Excessive mark-ups of 300% or 400% are a false economy. Lowering your mark- up to around 100% will increase your turnover and margins. The same goes for wine by the glass; lower the price and you will sell more. In the end, smaller mark-ups will give you a good reputation and mean you sell more and actually improve your margins. Don’t make wine elitist.
Get the timing right between serving the wine and the food. Guests do not like to feel pressurised into buying more wine simply because they had to wait too long to receive their food.
Hotels should create specific wine bars or a specialised part of the bar that focuses on wine.

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