Revamped Fuller's targets double digit wine growth

Chris Losh

Chris Losh

05 July 2016

Fuller's has completed a major overhaul of its wine portfolio, doubling key parts of its range and targeting double-digit growth in wine sales, according to the group’s head of wine, Neil Bruce.

The portfolio has increased from 300 to 350 wines, with 100 new bottles.

Key areas such as Chablis, Sancerre, Albariño and New Zealand have seen the number of available wines double, while the number of proseccos has increased fourfold.

‘We want to properly demonstrate excellence in pubs – to get the foundations solid then build up from there,’ said Bruce. ‘We now have second or third options on all the key wines – we didn’t have that before.’

Bruce believes that the new range, which he has spent over a year revamping, is perfectly positioned to cash in on the move towards gastropubs.

‘Fullers is buying more food-related pubs, and our latest campaign is all about our chefs. Wine is very much part of that.’

Fuller's owns around 400 pubs – half of which are managed and half of which are tenanted.

‘We are looking at double digit wine growth – we can definitely do that,’ said Bruce. ‘A pound a bottle increase makes a big difference to your margins.’

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