1. HMGT 2402 Wine & Beverage Management Service sales & storage
Prof. Karen Goodlad
Spring 2015

2. Class Objectives Review of Viticulture and Oenology
Review of Retail Wine Shop Assignment
Service, Sales and Storage

3. Sales Statistics…
Wine consumption in the US has increased steadily since 1994.
Partially a result of positive health benefits in the news
1994, 1.77 gal. per capita
2007, 2.47 gal. per capita
2012, 3.08 gal. per capita
60% of wine in the US is purchased by women
The Millennial generation, (turned 30 in 2007) at 70 million strong, will push beverage trends
2010, 2.54 gal. per capita
FOR MORE INFO...
Wine Market Council

6. All Us Adults in 2012

11. TABLE WINE VOLUME SHARE BY COLOR
1991
1995
2008
2009
Red
17%
25%
44%
47%
White
49%
41%
42%
40%
Blush
34%
14%
13%
TOTAL
100%
In U.S. Supermarkets
Source: Based on U.S. supermarket data from The Nielsen Company.

12. Consumption by color

14. The Wine We Drank in 2011 Market Share by Sales
Chardonnay +1.4%
Cabernet Sauvignon +6.4%
Merlot – 4.5%
Pinot Grigio +7.4%
Pinot Noir %
Sauvignon Blanc +8%
The Nielson Company, Wine Business,

15. The Wine We Drank in 2007 “Big Three” Chardonnay Merlot
20% market share, 23% $ share
Merlot
11% market share, 12 $$ share
Cabernet Sauvignon
10.5% market share, 14% $$ share
Pinot Grigio
Pinot Noir
Trends in other varietals influenced by “wine geeks” not the mass market
“Big Three”
Expected that Cab will soon takeover Merlot and sustain 2nd position
Most wine drinkers in the US want familiarity
Trends in various varietals will not affect the big three, not enough “wine geeks” to influence total case sales
Trends: famous movie, tv and fashion icons marketing their branded and unbranded wines: Ed Hardy Wines, Michael Buble partners with Beringer as exclusive wine
Source: “Big Three” Varietals the Backbone of Rising Industry, Wine Business Monthly, September 2007

16. Sales: Federal Laws=State Controls
Control States
Three Tier States
On Premise:
Restaurants, Clubs, Hotels
Off Premise:
Wine Shops, Grocery Stores, Costco
Shelf talkers
neckers

17. Sales: Three Tier System
Winery/Importer    Distributor    Retailer    Consumer Direct Shipment &On Line Movement…
Direct Shipments are an Issue of interstate commerce and antitrust laws
FOR MORE INFO...
Who Ships Where?

18. Responsible Alcohol Sales
Check ID
Recognize the signs of intoxication
Decline service to those visibly intoxicated
Train all FOH employees
Ensure all bartenders and managers are certified in a responsible beverage service program
TiPS (Training for Intervention Procedures)
NRAEF ServSafe Alcohol

19. Responsible Alcohol Sales, Employment
On Premise 18 years:
Handle, dispense & receive payment for alcoholic beverages
Off Premise 16 years:
Handle, record & receive payment for alcoholic products with direct supervision
Off Premise 18 years:
Handle, record & receive payment for alcoholic beverages
Responsible Alcohol Sales
On Premise 18 years:
Handle, dispense & receive payment for alcoholic beverages
Off Premise 16 years:
Handle, record & receive payment for beer products
Off Premise 18 years:
Handle, record & receive payment for alcoholic beverages
FOR MORE INFO...
NY State Handbook for Retail

20. Did not travel to the winery
Shipping costs too expensive
Local retailer has sample supply

21. Sales: Sommelier
(suh-mal-'yAy), or wine steward, is a trained and knowledgeable wine professional, commonly working in fine restaurants, who specializes in all facets of wine service. The role is more specialized and informed than that of a wine waiter. Court of Master Sommeliers Master of Wine Certified Wine Educator Wine and Spirits Education Trust (SWET)
As of 2013, 129 MS in US
MS, 4 levels 25-30% pass the advanced 10% pass the MS exam
As of 2013 there are 30 in the US and 297 Masters of Wine, living in 23 different countries, 87 are female.

22. Service: Decanting Why we Decant Aeration Bring to proper temp
Remove sediment
Season glass
Mise en Place
Decanter
Corkscrew
Candle/Matches
Coaster
Waiters Side Towel
Glasses/Wine!!!

23. Importance of Temperature
Sparkling Wine: 41°-45°
Dry Whites and Rose’s: 44°-54°
Light-bodied Reds: 50°-55°
Medium to Full Bodied Reds: 55°-65°
Sweet Wines, Not Port: 45°-50°

25. What does the shape of the bottle tell us about what is in the bottle?
A Lot…

26. Storage Why have caves always been used for wine storage?
55°F, no temperature fluctuations
75% humidity
Dark
No vibrations
Store on side with label face up

27. Alternative Packaging and Sales
Screw Caps
Three-Liter Boxes (Bag in a Box)
TetraPak
Single-Serve Packages (175ml)
Lighter Weight Bottles
Vending Machines and Bottle Refill Pumps
Interactive Wine Service:
Clo Wine Bar and iPad Wine lists
According to The Nielsen Company data, between July 2004 and May 2007, the 187ml category as a whole has grown by 33 percent by case volume, nearly triple the 12 percent growth rate of the overall market in the same timeframe.
Champagne producers are looking to lighten the bottle, not easy as a bottle of champagne contains 3Xs the pressure of a car tire.
FOR MORE INFO...
Retail Sales Report: Single-Serve Packaging Continue Steady Growth
Vending Machines

28. Core Weekly Purchase by Price

29. Predictions from 2004… The wine Web will go mainstream
Corks will come out
Spain will be the star
Malbec will make it big
Unoaked wine will find a wider audience
Value will be valued
Diversity will be the word --

30. Home Work WEEK 4, FIRST QUIZ Review Notes
Distillation and Spirits
Viticulture & Enology
Service, Sales & Storage
Review Notes
Read for North American Wine Lecture