WINES BY THE GLASS HEATING UP IN RESTAURANTS
According to MKF’s Research Monthly, wines by the glass accounted for 40% to 60% of restaurant wine sales in 2005. In 1990, most restaurants served an average of nine wines by the glass, and were usually “house” wines (red, white and rose.) Now, the average number of different wines offered by the glass ranged from 13-36 depending on the size and type of restaurant.
Chardonnay remains the preferred varietal, but its rank slipped by almost one third in 2005, along with Merlot, which remains a strong second, MKF reported. Pinot Griogio has emerged as a major factor, up 40% in its rank last year, along with Pinot Noir’s rising presence.
While smaller, niche wineries have increased their presence on the wine menu, there are still a select few that rule the wine-by-glass sector. Wineries such as Kendall Jackson, Mondavi, Veuve Cliquot and J. Lohr helped build their brands through wine glass purchases, and continue to remain the most popular wines in the category. It goes to show, taking advantage of on-premise opportunities is imperative.
Purchasing by the glass is a great way for consumers to try new wines without paying for the entire bottle, as well as a great marketing technique for wineries. As wine continues to become more of a part of Americans’ daily lives, novice wine-drinkers, especially, are more likely to purchase a glass of wine from a vineyard they’ve never heard of than an unknown bottle at a restaurant or the grocery store.
Chardonnay remains the preferred varietal, but its rank slipped by almost one third in 2005, along with Merlot, which remains a strong second, MKF reported. Pinot Griogio has emerged as a major factor, up 40% in its rank last year, along with Pinot Noir’s rising presence.
While smaller, niche wineries have increased their presence on the wine menu, there are still a select few that rule the wine-by-glass sector. Wineries such as Kendall Jackson, Mondavi, Veuve Cliquot and J. Lohr helped build their brands through wine glass purchases, and continue to remain the most popular wines in the category. It goes to show, taking advantage of on-premise opportunities is imperative.
Purchasing by the glass is a great way for consumers to try new wines without paying for the entire bottle, as well as a great marketing technique for wineries. As wine continues to become more of a part of Americans’ daily lives, novice wine-drinkers, especially, are more likely to purchase a glass of wine from a vineyard they’ve never heard of than an unknown bottle at a restaurant or the grocery store.
posted at 2:17 PM
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