8 minute read
DRINKS: WINE’S PLACE ON THE PUB MENU
Wine’s place on the pub menu
Wine is emerging as an important category for pubs, and a diverse, approachable offering is key to capturing consumer interest.
Molly Nicholas reports.
WINE MIGHT not be the first drink that springs to mind when you think of a pub, but a well-curated offering can be the difference that sets your venue apart, and a profitable addition to your menu.
Although it typically loses out to categories like beer and spirits in the pub setting, wine is gaining ground as consumer preferences evolve, suiting a range of occasions from casual meals to celebratory gatherings, particularly as the festive season draws closer.
Approachability plays a big part in the appeal of a wine list, a consideration that looks different in every venue.
At Humphreys Hotel, the Hurstville pub operated by Public House Management Group, sommelier Theo Nguyen leads a 250-strong wine list with something for every taste and budget.
“My wine selection isn’t aimed to hit a certain demographic, I wanted to make a list that was for everyone. Whether you’re a seasoned connoisseur of the great wines of France or Italy, or new to wine entirely, I wanted to make sure there was something for everyone,” he stated.
Nguyen includes familiar faces alongside more obscure drops to keep his offering approachable, but avoids readily available wines to ensure a niche offering that keeps patrons coming back.
On the other hand, the Bat & Ball Hotel, the historic Redfern pub that was revamped earlier this year by five of Sydney’s small bar heavyweights, takes a slightly different approach with a short, considered list of 13 by-the-glass options, spanning sparkling, red, white, rosé and orange.
Designed to be easy for customers to digest, Dan McBride, co-owner of the Bat & Ball Hotel, says the concise offering also encourages engagement with the adjoining bottle shop, where customers can purchase bottles at retail prices and consume them in the pub for a $15 corkage fee.
“Rather than having a set wine list, the bottle shop allows us to be more expansive and get a wider variety through. That’s an exciting facet for our patrons, because every fortnight there’s new bottles of wine in the bottle shop. They can drink something that might be $100 in a restaurant at bottle shop price, which is sometimes half the price.”
Wine for every palate
When it comes to wine, each style brings its unique appeal. A bold red often complements a hearty meal, while light whites and rosés are better suited to summer drinking occasions, meaning a versatile selection is crucial to a strong wine list.
Nguyen says: “Currently I am trying to implement more red wines that can be served chilled as well as natural wines and alternative varietals; the idea is to incorporate more styles and varietals of wine that aren’t necessarily mainstream, but ultimately are delicious tasting wines.”
In South Australia, Anna Hurley, project manager for Hurley Hotel Group, which operates Adelaide’s Arkaba Hotel and Marion Hotel among other pubs, says the market for wine is different to that of other states, representing a strong category for pubs.
Speaking about the varietals that are taking off, she said: “We’ve gone through phases of Sauvignon Blanc being most popular, heavy Barossa Shiraz has had its day, and within segments of the market those are still popular varietals.
“Our older demographic is often still on those Shaw & Smith Sauvignon Blancs or big Barossa Shiraz, whereas younger demographics are looking at lighter-bodied reds, and Riesling and Pinot Gris are growing in popularity in whites.”
Although the appetite for varietals is constantly changing, one thing that has stood the test of time is the 150ml pour. Despite the varying demographics across Hurley Hotel Group venues, this remains the most popular serve.
“At the Marion Hotel we sell a lot by-the-glass, and I think that’s a reflection of the demographic in the area. The Arkaba is in quite an affluent area, so people are accustomed to sharing a bottle of wine. It depends on the venue, but our biggest volume sold is a 150ml glass,” added Hurley.
Untapped potential
Complementary to by-the-glass and by-the-bottle offerings, many pubs are turning to tap wine systems, a simple and sustainable way to serve wine.
Removing the need for single-use bottles, tap wine systems help minimise landfill accumulation and offer economic advantages through cost-effective dispensing and reduced spoilage.
Precise temperature control ensures optimal conditions, preserving wine freshness and flavour integrity, with hermetic sealing mechanisms shielding wine from oxidation.
A spokesperson for De Bortoli Wines, which recently introduced De Bortoli Wine by the Glass, said: “By eliminating exposure to oxygen, these systems prolong the lifespan of each pour, ensuring that every glass maintains its distinct bouquet and palate profile.
“With dedicated zones for chilling white and rosé wines while serving red wines at ambient temperature, establishments can cater to diverse preferences without compromising on quality.”
Of the Bat & Ball Hotel’s 13 by-the-glass options, one is on tap – Doom Juice Rouge, a Shiraz Grenache blend served chilled. It’s an option that resonates with patrons and has withstood the stigma usually associated with tap wines.
McBride said: “I don’t know if the populace has become more educated, or if our demographic are more open to that kind of thing, but nobody has batted an eyelid. We were aware we might have trouble with tap wine, but the way I look at it is to balance something new and innovative with something more traditional, and for the most part we haven’t seen any kickback.
“It’s also not like we’re putting a well-known Barossa Shiraz through the system. It’s quite an out-there wine itself, so having it on tap almost suits the brand.”
Encouraging wine exploration
Ultimately, there are several factors that influence the curation of a wine list, but an important consideration for all operators is how you communicate your offering.
At Humphreys Hotel, the expansive menu is broken down by varietal and distinct styles based on regions, allowing staff to recommend wines accordingly.
“We’re working on restructuring the menu to include descriptive categories to make it even easier to navigate the list,” added Nguyen.
Hurley Hotel Group has taken a more immersive approach at the Arkaba Hotel which regularly hosts wine events, most recently a six-course dinner paired with d’Arenberg wines and hosted by award-winning winemaker Chester Osborn.
“We’re passionate about doing beautiful wine events for lots of reasons, and the Arkaba is certainly well-known for them. Part of the reason we started was to bring in support for both our bottle shop and venue.
“It’s a great opportunity to engage our customers off-premise and get good sales for the bottle shop, but we also know there are lots of customers who are loyal to the bottle shop but don’t patronise the on-premise, so we get an opportunity to show them a different segment.”
Not only do these events increase footfall and encourage category exploration, they also engage staff, enhance supplier relationships and increase function room bookings by inviting customers to experience spaces they wouldn’t usually.
At the Bat & Ball Hotel, the team are breaking the norm of pool competition prizes. In early October it partnered with Ravensworth Wines so that the pool comp winner took home a magnum of natural wine and a limited-edition t-shirt.
With many of the pub’s other promotions being beer-focused, it was important to McBride to diversify.
“I thought, let’s do something different here, where the winner gets a magnum of Ravensworth wine, who are fantastic winemakers. A magnum like that will sell for over $100 in a bottle shop, so we partnered with them to offer something different and they were keen on pushing the boundaries of what the prize of a pool competition looks like,” he stated.
Such events are a great way of engaging consumers, while showcasing how much potential wine has in the pub landscape. A unique promotional approach, paired with a thoughtfully-curated wine list that recognises the evolving demands of the consumer, is certainly one way to embrace this trend and create a more dynamic drinking experience.
Summer sips
As we gear up for summer trading and end-of-year festivities, now is a good time to consider the make-up of your wine list and who it appeals to.
“Over summer, people are looking to drink more sparkling wine, lighter-bodied whites and lighter-bodied reds, so we’re making sure our wine selection suits the weather and the food on our menus,” Hurley stated.
“For functions and events, we’re making sure our drinks packages are appealing to get that committed spend before events. If we’re pulling together a good package with quality, appealing wines, we can get spend locked in pre-event, so we’re certainly capitalising on that in the busy event season.”
