New wine programme from Star aims to boost sales

Star Pubs is expanding its wine range with the introduction of a bi-monthly guest programme to keep pubs’ wine menus fresh and to ultimately boost sales. 

The guest line-up will have 10 rotating wines, including lower ABV Vinho Verde’s, an alcohol-free rosé, a vegan orange wine, chillable red wine and premium sparkling options for the festive period.

Star Pubs will be holding focus groups throughout the year to gauge licensee feedback on the wine range, making sure it resonates with consumers. Licensees will have access to free wine menu design and print services, as well as discounted glassware.

"Our approach is to offer licensees good value wines that generate consumer loyalty," says Ben Ko-Nkengmo, Star Pubs wine category buyer. "We will be holding focus groups throughout the year to get feedback from licensees on the range. Our wines have proven popular with all types of pubs because of their quality and price. Multiple operators are buying them for their non-Star pubs as well."

Own Label wines

The Heineken-owned pub company says it is also reducing the carbon footprint of its Own Label wines through a 20% reduction in bottle weight.

Star Pubs introduced Own Label wines four years ago and is seeing double-digit growth in the category. Its top three selling wines are its L’Evento Pinot Grigio, L’Evento Prosecco and Cloud Cover Sauvignon Blanc.

"The Own Label range offers a selection of high-quality favourites and well-known grape varieties," adds Ko-Nkengmo. "It aims to simplify wines for licensees and make them accessible to customers. The new guest wines, which will be available for a limited time only, will enable pubs to access an increased number of seasonal wines and add interest to their wine menus.  

"The key to strong wine sales is for pubs to adapt to changing consumer needs and to have a wine list of proven top sellers alongside innovative and lower alcohol options."

You may also be interested in…