bwc on-trade credential presentation customer

1 / BWC On-Trade Customer Presentation

NOT JUST ANOTHER WINE SUPPLIER, BUT AN INSPIRATIONAL WINE PARTNER


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.


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


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


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


2014



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)


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


Berkmann’s position in the market place

HOMOGENEITY

INDIVIDUALITY

ON-TRADEOFF-TRADE


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?


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


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


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.


ACCESS TO A world class portfolio

COUNTRIES WINES1,400 19

SUPPLIERS250


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.


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


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


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.


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


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

[email protected]

BWC NORTH & SCOTLAND


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

bwc on-trade credential presentation customer

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