Purely Prosecco: how a simple concept can drive sales
While sales of Prosecco show no sign of waning, it’s unusual to see Prosecco as the only serve at a bar.
But this summer saw the launch of a Prosecco-only branded concept within Jockey Club Catering. It has been so successful, it’s now being rolled out across Levy Restaurants UK, where it’s all about creating unique customer experiences.
Working with their marketing team and market-leading Prosecco producer, Bisol, our customer marketing team and in-house designers created, designed and implemented a branded Prosecco proposition. Lisa Newman, head of customer marketing at Bibendum, explains, “Purely Prosecco has been designed with an Art Deco style in mind, delivering an approachable sophistication that fits well across Levy Restaurants UK’s sporting, leisure and heritage venues.”
The right range for the right customer at the right time
Aptly named Purely Prosecco, the bar sells a range of Proseccos – from classic Brut to vintage single vineyard, with an option to add Prosecco cocktails, as well as Prosecco flights.
“The Prosecco range is tailored to the needs of each venue, from racecourses to premium bars,” says Dan Kane, Senior National Account Manager for Catering at Bibendum. “Working with our insights team, we identified the customer type frequenting each site, what they want to drink and how to encourage them to spend more each time they visit. The team then selects the perfect range from Bisol’s award-winning portfolio.”
Premium but approachable
Lisa believes you can combine the two. “Our brief was a concept that was fun, clear and simple, yet also upmarket, aspirational and approachable. Clear cut-through was paramount in order to stand out from the crowd.
“The Bisol brand has a strong heritage and we took great delight in making heroes of those who work the vineyards. A simple story that resonated with the bar staff and made for a fun conversation with customers.”
Flexible execution
It’s all about being flexible – from a 10-metre bar at Aintree racecourse through to the design and build of a pop-up bar for summer events, including Tom’s Kitchen on HMS Belfast, Hever Castle and even Twycross Zoo. Lisa explains, “The tariff being printed on a bottle of Bisol Jeio in the Purely Prosecco style, created simple but powerful merchandising.”
What do our customers say?
“We’re so excited to have teamed up with Bisol and Bibendum to introduce Purely Prosecco to our portfolio. The sophisticated new proposition is a very popular choice with customers and we’re looking forward to introducing it to more of our venues across the UK.”
Anna Fenten, head of marketing, Levy Restaurants UK
“As trends change, there is a constant need to take things to the next level, with offers that stand up against the high street. We’ve seen the success of partnerships with renowned chefs in hospitality; working with Bisol and Bibendum is very similar. The association with strong brands elevates the concepts and adds to the customers’ enjoyment and experience. If you’re going to develop a Prosecco bar, work with people who really know their stuff – it’s a win-win for everyone.”
Nick Cambell, managing director, Jockey Club Catering