Leisure Media Issue 3 2009 - Leisure Opportunities

SECONDARY SPENDPHOTO: WWW.ISTOCKPHOTO.COM/WEBPHOTOGRAPHEER PHOTO: WWW.ISTOCKPHOTO.COM/STEPHEN WALLSGettingWine RightWine has the potential to increase sales and profi t in everyarea of your business, but investment in wine educationand preservation is vital, according to Clare Young,managing director of wine training and consultancycompany Vintellect. She speaks to Vicky KiernanderClare Young is gradually growingallergic to wine. It’s an afflictionthat most of us would sympathisewith, but is all the moreunfortunate for Young given her occupationas a wine consultant. And notjust any wine consultant. During her18-year tenure at Cockburn & CampbellLimited, the subsidiary wine companyof Young & Co.’s Brewery, Young drasticallyimproved wine sales throughoutthe estate so that the company outperformedthe market year on year. She nowshares her knowledge with businessesranging from independent pubs andbars to hotels and restaurant chains withher wine training and consultancy company,Vintellect. She’ll also be deliveringthe wine education programme at theLicensed Business Show at LIW.“It’s not just about offering a goodselection of wine, it’s about attractingwine drinkers into an establishment andproviding a great experience to increasesales and profit,” says Young.Wine’s an accepted part of the UK leisureculture today, but that wasn’t thecase when Young joined the historicbrewers in 1987. “I used to hate pubsbecause you couldn’t get a decent glassof wine. In those days wine was servedPHOTO: WWW.ISTOCKPHOTO.COM/CARLOS ALVAREZ64 Read Leisure Management online leisuremanagement.co.uk/digitalISSUE 3 2009 © cybertrek 2009