BWC On-Trade Credential Presentation CUSTOMER
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Transcript of BWC On-Trade Credential Presentation CUSTOMER
1 / BWC On-Trade Customer Presentation
NOT JUST ANOTHER WINE SUPPLIER, BUT AN INSPIRATIONAL WINE PARTNER
2 / BWC On-Trade Customer Presentation
Berkmann Wine Cellars Promise to you
Our goal is to create a market leading independent wine offer that will drive the sale of premium wines; delivering great value and
experience for both you and your customers.
3 / BWC On-Trade Customer Presentation
Contents
Who are Berkmann Wine Cellars 4-81
What we can do for you 10-113
6 Being Independent 17-18
2 Why we are different 9
4 Training 12
5 Our portfolio 13-16
4 / BWC On-Trade Customer Presentation
Who are Berkmann Wine CELLARS?
THE LAST TRULY INDEPENDENT NATIONAL WINE COMPANY
The largest family owned wine company in the UK
A company of fantastic and passionate people
The premium wine on-trade specialist
Amazing award winning wines
5 / BWC On-Trade Customer Presentation
award winning
“Berkmann has typically done well in SWA with sub-£10 wines; something that has seen it pick up Great Value Trophies for three of the last four years. A haul of Gold medals made up almost entirely of restaurant must stock
styles: red and white Burgundy, Rioja Crianza, Chablis, Crozes Hermitage, Côtes du Rhône, Aussie Chardonnay, Grüner Veltliner…all but one of them at or below £12. With a raft of highly stockable wines at highly competitive
prices, if you’re looking for a place to tighten up on the Key Classics on your wine list, Berkmann is the place to go.”
2016 Sommelier Wine Awards
2012
GREAT VALUE MERCHANT
2013
GREAT VALUE MERCHANT
2014
GREAT VALUE MERCHANT
6 / BWC On-Trade Customer Presentation
Our Story – Born in the On-Trade for the On-Trade
1964 Joseph Berkmann
starts importing wines for his own restaurants
and private clients
1982Berkmann
Wine Cellars is formally
created
1987 Acquisition of
Pagendam Pratt in Yorkshire as
Berkmann expands into the North
1997 Berkmann heads
to the South West opening a warehouse
in Chippenham
2007 Berkmann acquires Churchill
Vintners in the MidlandsCoopers Creek (New Zealand) 2015
Full national coverage achieved as Berkmann
head into Scotland
2016 Launch of a new
education and training division
‘Veraison’Brocard (France)
2000 Berkmann
International India Mezzacorona (Italy)
1972 1st exclusive agency
partner with Georges Duboeuf (France)
1994 Bodega Norton
(Argentina)
1998 Santa Rita (Chile),
Antinori & Masi (Italy) Delas (France)
2002 Familia Martínez Bujanda (Spain)
20122nd generation, Rupert
Berkmann becomes Managing Director
Berkmann International Brazil & Spirit Cartel
Katnook Estate (Australia)
7 / BWC On-Trade Customer Presentation
BERKMANN GROWTH
2001/02 2006/07 2010/11 2014/15 2015/16 2016/17
£27,
503,
000
£35,
714,
000
£38,
114,
000
£43,
512,
000
£45,
058,
000
£55,
000,
000
EMPLOYEES
1964 - 1 1990 - 80 2010 - 160 2016 - 190
On-Trade 85% (£38.3m)
Off-Trade 15% (£6.7m)
£45,058,000TURNOVER FY 2015/16
BERKMANN ACCOUNT BASE3,500 active accounts
8 / BWC On-Trade Customer Presentation
Berkmann’s position in the market place
HOMOGENEITY
INDIVIDUALITY
ON-TRADEOFF-TRADE
9 / BWC On-Trade Customer Presentation
Own delivery networkAn independent wine offer with the ability to bespoke
We supply award winning wines with real provenance and history
Why are we different?
10 / BWC On-Trade Customer Presentation
A new Berkmann Wine Cellars customer will see:
House wine sales mix decrease by 8-10% Increased average spend by £2.59 per bottle
PROVEN EXPERTS IN MAXIMISING YOUR WINE CATEGORY
Engage and train your team to deliver resultsDrive a positive change in sales mix
Deliver a fantastic wine experience to your customers
Proven in improving sales of premium wines
TM
11 / BWC On-Trade Customer Presentation
There is a lot more to Berkmann!
PROSECCO WARNING!UK demand for Prosecco has grown YOY at over 25%. After a good quality 2015 harvest the same amount of Prosecco was produced. As demand
outstrips supply, prices are increasing. Will the Prosecco bubble burst due to price points?
Tesco, Asda have now introduced Italian Spumante wines to maintain price points
and offer an alternative to Prosecco.
EMERGENCE OF FRUIT-DRIVEN WINES
AS REGULAR WHITE WINE DRINKERS LOOK
TO EXPERIMENTGavi, Grüner and Godello
are starting to become mainstream wines
PINOT GRIGIO OUTGROWSSAUVIGNON BLANC IN 2015! FRUIT-BASED
PRODUCTS Early development
of fruit-based products and the re-emergence of
Sangria: is this the next future trend
for wine?
Last 12 months (to 11/07/2015)
Grape Variety 000’hl
Chardonnay 228
Pinot Grigio 214
Sauvignon Blanc 183
Chenin Blanc 40
Semillon 34
Design Capability Customer Services Insights & Relevance
Professional & Knowledgeable Sales Team POS/Displays Wine List Psychology & Creation
White WinesFRUIT DRIVEN & REFRESHING
Ta Moko Sauvignon Blanc New Zealand 6 / 26.5
Domaine Martin Sancerre France 7.15 / 30
Colección Privada Reserva Sauvignon Blanc Chile
5 / 22.9Casa Roja Viura Spain
4.5 / 17.5
CRISP & DRY
Mezzacorona Pinot Grigio DOC Italy
6.00 / 23.9Esprit Marin
Picpoul de Pinet France 5.7/ 23.5
Vina Torcida Rioja Blanco Spain 4.90 / 21.5
Casa Roja Viura Spain 4.5 / 17.5
RICH & RIPE
Domaine Brocard Chablis France 7 / 29.5
Lupa Catarratto Chardonnay
Sicily 4.7 / 17.9Deakin Estate Viognier
Australia 7.25 / 27
Solvenia 5 / 24.5
BRIGHT & LIGHT
Château du Rival Bordeaux Blanc France
4.75 / 19.9Weingut Gruner Veltliner
Austria 27.5Villa Alba
Garganega Pinot Grigio Italy 4.75 / 18.95
Gavi di Gavi Italy 7.25 / 27
SOFT & PLUMMY
Le Pinada Carigan Merlot France 4.7 / 17.9
Chateau St.Pierre Lussac St. Emilion France 29.6
Joel Gott Cabernet Sauvignon
USA 24.5
BOLD & SPICY
Côte du Rhône Delas France 7.25- 27
Malbec Porteno Argentina 5 / 22.9
Artisans Blend Shiraz Viognier Australia 5.7 / 23.5
DELICATE & AROMATIC
Lost Angel Pinot Noir USA 26.5
Barolo Ricossa Piedmont Italy 35.6
Casa Roja Tempranillo Spain 4.5 / 17.5
THE JUICY ONES
Colección Privada Merlot Chile 22.95Rocca Lanna
Montepulciano d’Abruzzo Italy 4.75 / 18.95
Château du Rival Rouge Bordeaux France 5.7 / 23.5
Red Wines
Windmill British Beef and Ale Pie with a glass of Porteno Malbec 14.5Wine served in 175ml glass
Malbec & Meat Pie
Pricing shown: Wine by the glass 175ml / Bottles 750ml | We also have 125ml and 250ml
Quercus Pinot Bianco
The benefit of boxes
The eyes are drawn to boxes, and customers are statistically more likely to order whatever is inside them. Highlighted boxes
can be reserved for more premium profitable wines or ‘meal deal’
promotions.
The right next-door
The ‘anchor’ often has a slightly cheaper, yet still expensive, item placed
next to it. Comparatively, the second item now
seems like a bargain.
Buzz words
By using buzz words, people are more likely
to order something with a description than without it.
There are 4 key factors behind your wine list that encourage consumers to
trade up, move away from the safe bets and boost your bottom line:
4 GOOD DESIGNAttractive & eye catching with pagination to stimulate interaction
1 PSYCHOLOGYIncluding consumer perception, attention and emotion
2 PRICETactical use of cash margin to drive volume of revenue creating wines
3 MARKETING Correct pricing, wine of the month promotions
12 / BWC On-Trade Customer Presentation
VERAISON & WSET _ WINE & SPIRITS EDUCATION
Veraison is our wine education department specifically designed for the on-trade.
The purpose of Veraison is to fill the gap between service standards and business education. Nearly all wine training is focused on the
knowledge of wine and not the application/service of wine.
STAFF CUSTOMER
Motivated front-line staff Better staff retention
Staff feel ownership of wine list No dead stock
Deeper understanding of commercial objectives
Proactive engagement with guests
Staff that take marketing/sales initiative within their sites
Customer loyalty of an independent pub
Service with confidence and conviction Vote of customer confidence
We are an accredited APP (Approved Programme Provider) which enables Berkmann Wine Cellars to run
WSET courses. In order to be able to assure the quality of the WSET ‘experience’ anywhere in the world, the WSET operates
an approval and monitoring scheme for such third party partners through its WSET Awards division.
Courses are run at two locations: BWC London and BWC North offices. We host 2 courses for customers & staff:
WSET® level 1 award in wines and WSET® level 2 award in wines and spirits.
OUR RECORD OF SUCCESS SPEAKS FOR ITSELF
Pass Rate BWC Global BenchmarkLevel 1 98% 91%Level 2 91% 90%
What a customer can expect from a Veraison-educated member of staff: ‘an engaged wine experience, the perfect
recommendation and effortless execution’.
Please note that only APPs who have received formal approval from WSET Awards are permitted to advertise WSET Qualification courses. BWC North
does not currently run Level 2, but is looking to expand capability.
13 / BWC On-Trade Customer Presentation
ACCESS TO A world class portfolio
COUNTRIES WINES1,400 19
SUPPLIERS250
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ICONIC BRANDS
Berkmann Wine Cellars works exclusively with some of the most iconic wineries in the world. This portfolio of wineries has been carefully hand picked to create an exclusive quality wine offer for you.
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ACCESS TO OUR PRIVATE WINE CELLAR
Access to 150 fine wines, including Bordeaux Châteaux, Burgundy Domaines,
super Tuscans and California icons
Ability to buy in single bottles
Fantastic range of backdated vintages
Storage facilities available
MW-lead advice on fine wine investments
16 / BWC On-Trade Customer Presentation
Ability to Bespoke
EXCLUSIVE SINGLE ESTATE HOUSE WINES
Valdemoreda, owned by our award-winning Rioja supplier Bodegas Valdemar, was created to offer high-quality house wines at affordable prices, allowing us to offer good wine every day of the year.
INDEPENDENT ON-TRADE LABEL EXCLUSIVE LABEL OWN/EXCLUSIVE LABEL
17 / BWC On-Trade Customer Presentation
DON’T follow the flock, BE INDEPENDENT
BERKMANN WORKS WITH OVER 3,500 LEADING INDEPENDENT ON-TRADE OPERATORS
The independent on-trade has a desire to be bespoke, push boundaries and be different. This drives both our wine
offer and our service.
RISK OF HAVING A SIMILAR QUALITY WINE OFFER AS OTHER OPERATORS
Hard to create a point of difference from one to another, same activation and over-exposure of brands.
By working with Berkmann Wine Cellars your wine offer will be truly independent, exciting and market leading.
18 / BWC On-Trade Customer Presentation
We are passionate about independence
Berkmann Wine Cellars is the last remaining family-owned independent wine business in the top 5 UK wine suppliers.
We have the expertiseOur expertise is the independent on-trade, creating bespoke and award-winning solutions
for your wine category and keeping you ahead of the game whilst delivering you greater profits from the sales of wine.
But most importantlyWe want to help you delight your customers with the very best wine experience in the UK!
The Partnership
19 / BWC On-Trade Customer Presentation
CONTACT US
10-12 Brewery Road, London N7 9NH
020 7670 0972
020 7670 0973
[email protected] [email protected]
BWC LONDON & SOUTH
16 Marston Moor Business Park, Rudgate, Tockwith, North Yorkshire YO26 7QF
01423 357567
01423 357568
BWC NORTH & SCOTLAND
20 / BWC On-Trade Customer Presentation
Berkmann Wine Cellars Ltd, 10-12 Brewery Road, London, N7 9NH Tel: +44 (0)20 7609 4711 | Fax: +44 (0)20 7607 0018 | Email: [email protected]
www.berkmann.co.uk BerkmannWine @BerkmannWine