Wine sales in British public houses

Abstract

Purpose

The purpose of this paper is to examine the changes in wine consumption in UK public houses, and to consider if the sector is maximising its sales opportunities.

Design/methodology/approach

This study has used both secondary and primary sources. Existing surveys have been used to gain details of the growth in wine sales and possible explanations for this. The trade press has suggested how licensees could improve their wine sales. Suppliers have been approached to discover to the level of assistance they offer individual outlets. Finally, surveys of the public houses and their customers were undertaken to discover the proficiency of their wine service.

Findings

The level of wine sales in the UK is growing rapidly. Much of this is consumed at home, but public houses could benefit from the trend. Some have done so, but the surveys suggest that many do not market the product effectively.

Research limitations/implications

The study is a very limited one, and only considers one town, one area of another town and their customers.

Practical implications

The results of the survey suggest that all licensees could consider the possibility of improving sales by offering a higher quality service to their customers.

Originality/value

Any research which may assist the quality of service offered in the licensed trade should be of interest to all stakeholders.

Citation

Pratten, J.D. and Carlier, J. (2010), "Wine sales in British public houses", International Journal of Wine Business Research, Vol. 22 No. 1, pp. 62-72. https://doi.org/10.1108/17511061011035206