A new marketing kit launched by Waiter’s Friend® that takes the wine tasting experience into the On Trade dining environment, has won the approval of industry leaders seeking innovative new ways to stimulate beleaguered wine sales.

Wine Flights are a selection of wines to taste, taken to table on a small carrier. Each carrier holds a number of tasting glasses, typically 3 or 5. Clipped around the base of each glass is a card tag on which are written tasting notes. Wine selection is centred around a theme, linked to a menu, or used as a House recommendation to accompany a particular course or seasonal offering.

The kit is equally effective in restaurants, pubs, clubs and wine bars, working particularly well on set price menus combining food & wine. The concept appeals to wine buffs, but also saves embarrassment for the less knowledgeable. Staff enjoy engaging with customers, who are amused and intrigued by the novelty.

MAYFAIR and GREENWICH VILLAGE
At the Butler’s Restaurant in the exclusive Chesterfield Mayfair hotel, guests are offered the opportunity to explore the world of wine with three 50ml servings. The Flight is sold both as an aperitif and to discover wine and food pairings. Across the Atlantic, at the bustling Soho Kitchen in New York’s Greenwich Village, Flights have encouraged customers to expand their wine experience and trade up the wine list. The “theatre” of presenting the Flight at bar or table, stimulates general customer interest, encouraging return bookings by adding to that overall “feel good” factor.

Research shows a clear trend to drink less often but choose better quality wines. Wine Flights capture this mood exactly.

John McLaren, Director of the Wine Institute of California, encouraged delegates at the WINE+ seminar to see Wine Flights as an innovative and easy way to stimulate sales during an economic downturn. Other seminar speakers saw Wine Flights as a natural opportunity to show off and sell those neglected gems on the wine list.

Clare Young, Managing Director of the UK’s premier training consultancy, Vintellect and a recognised expert on wine marketing, says Flights are an opportunity to attract custom and increase sales. She sees them as an excellent way to showcase wines-by-the-glass especially when used in conjunction with a wine preservation system.

PORTIONS AND PRICING
Tasting portions are generally free poured. Trading Standards see no difficulty with this under W&M legislation, when wines are sold by the Flight, not individually. A 50 ml Flight (like the Chesterfield’s) is both easy to cost and appears generous compared with offerings at conventional tasting events; typically 25/30 ml.

While it doesn’t take much effort to include Wine Flights on a wine list, the lack of awareness about this new promotional idea and the absence of suitable carrier kits, has restricted their use until now.

Waiter’s Friend have filled this marketing gap, producing Wine Flights carriers for under £20. They will also supply extra wine tags (plain or custom printed) as well as complete ready-to-go promotional kits comprising a Flight carrier, 6 ISO tasting glasses and 120 wine glass tags for £36.00. Waiter’s Friend are also happy to give advice to the trade on ways to maximise sales and build customer loyalty with Flight based promotions.