AFW warns against over-selling on wines

14th May 2008, 11:20am

The Academy of Food & Wine (AFW) is warning restaurateurs and sommeliers to remain sensitive to their customer needs and not be too eager to boost consumer spending by aggressively up-selling on wines, coffees or desserts.

The AFW is advising restaurateurs to ensure that their staff is well trained and familiar with the wines they are selling, and that they don't miss sales by being inattentive. Staff should also be prepared to point out good value wines on the wine list, and to take advantage of wines offered by the glass or in half bottles.

Nick Scade, director and chief executive of the AFW, explained: "The industry needs to respond to changing market forces to keep customers visiting restaurants. It is better to add value with extras such as a free carafe of tap water, special menus focusing on seasonal dishes, or price promotions on weekdays or lunches."

Nick goes on to explain the qualities of a good staff member: "Good staff should be in-tune with what a customer is willing to spend – particularly on a bottle of wine. There will always be those customers that aren't affected by the credit crunch, but most people are beginning to feel the pinch so have less money to spend when they eat out.

"Trying to sell people extras – or a more expensive bottle of wine that they really want – could end up annoying them if it's done insensitively."

However, a recent survey conducted by the Wine and Spirit Trade Association suggested that UK's pubs, bars and restaurants shouldn't be worrying about this issue and that they should be expanding their wine choices and sales as much as possible.

Research from a poll of 500 outlets across the country found that 57% have a wine list with 10 or less wines to choose from, while only 12% have a choice of more than 25 wines.

Jeremy Beadle, WSTA chief executive, commented: "This research show that changes in the marketplace are creating opportunities for wine producers and there is clearly the scope to offer new and different wines to consumers and in particular a wider range of sparkling wines."

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• 22 Jun 2010 - Academy of Food & Wine reveals finalists for two competitions
• 25 Feb 2010 - Semi-finalists of UK sommelier of the year revealed
• 10 Feb 2010 - AFW calls for chef and waiter teams to enter 2010 Gastronomy Team of the Year
• 14 Dec 2009 - The Academy of Food & Wine extends entry deadline for competition
• 09 Dec 2009 - Academy invites chefs and waiters to enter Future Stars of Gastronomy competition
• 30 Nov 2009 - AFW begins search to find UK's Best Restaurant Manager
• 13 Oct 2009 - The search for UK sommelier of the year 2010 begins
• 29 Jul 2009 - Chewton Glen duo crowned 2009 Gastronomy Team of the Year
• 12 May 2009 - Last call for entries for AFW challenge
• 24 Feb 2009 - AFW launches new competition

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