I trust by now that you are fully booked for the Christmas trading period and are looking forward to an enjoyable but above all lucrative few weeks. Whilst you would expect your revenue to increase significantly at this time of year, I thought I would propose some suggestions which could boost your turnover and profits further whilst helping to build your reputation and loyalty with your customers.TGM Research have identified some key behavioural denominators which drive consumers at Christmas – in summary:

  • Women in general are more organised in this period and plan ahead looking to take advantage of offers and suggestions, as well as avoiding last minute stresses 
  • By contrast men tend to be more last minute and impulsive 
  • People are budgeting more precisely (maybe no surprise) but without question they will spend more when they go out if they feel they have researched and evaluated the venue and offer/package – a strong online presence is therefore essential to stand out from the crowd
  • Spending on Food and Drink remains fundamental to the overall experience for Christmas along with the whole aspect of sharing with friends and family 
  • And maybe the most interesting aspect Sustainability and Provenance have become an important aspect in purchasing decisions 

With specific regard to Wine (and with these recommendations off the Peter Graham Wines Potfolio) I thought I would summarise six suggestions and aspects which might be of use in your own planning for the coming weeks.

  1. People Will Trade Up 

After a tough year for many the incentive to treat and indulge has never been stronger. In practical terms I would look at offering more upmarket wines by the glass selection – and don’t be afraid to “tier charge” either when pricing – people will spend more. By all means still stick to the crowd-pleasing favourites but offer more individual examples of some of them under an “indulge yourself” banner. You can always cut back this selection in the new year. 

An example would be to take the classic popular pourer Marlborough Sauvignon Blanc but showcase a more luxurious and concentrated example – here the Allan Scott Single Vineyard Kekerengu Sauvignon grown in an ultra-cool climate rocky limestone soil Kekerunga region which makes for more delineated, intensely citrus, mineral, and refined drinking.

https://petergrahamwines.com/p/sauvignon-blanc-kekerengu-black-label-allan-scott

  1. Get Fizzical 

Sorry, an old pun, but this is the time of year when everyone thinks about bubbles. For sure you will still pour, and they will still drink, Prosecco for example but thinking again about point 1, I strongly recommend that you should offer Champagne by the glass throughout December even if you are not doing it now. And don’t go for the cheapest either but one of real quality and character. I would plump for the classically styled Brut Blanc de Blancs NV from the renowned house of Henriot. Still family owned, their Brut Soverain is their flagship NV cuvée. Made from 100% Chardonnay selected from over 12 different vineyards and up to 50% older reserve wines this is elegance and refinement personified. Lacy, with notes of pink lady apple, citrus, and toasted brioche this is an outstanding Champagne. Serve chilled in 125ml measures. 

https://petergrahamwines.com/p/henriot-brut-souverain-nv-champagne

  1. Really Push/Link your Wines with Seasonal Fare - be Inventive too

We all know the classic foods and dishes at this time of year, and many are obvious choices and suggestions – Turkey, Goose (Duck), Ham, Beef, Smoked Salmon, Prawn Cocktail, Red Cabbage, Brussel, Christmas Pudding (and Cake), Mince Pies, Chocolate Puddings, Cheese … 

Yes, keep it logical – eg a big meaty red wine with the roast beef – but you can be inventive too. I would recommend that you create a Christmas menu which also offers suggestions of wines on it alongside which would match off your list with each dish and item. And that inventive touch?

Let’s go for the seasonal favourite – Turkey, but with a twist; suggest a light bodied and fruity red wine with it rather than a maybe more obvious white choice. A good variety to pair - and these days one of the most popular examples is Pinot Noir.  The Naciente Morande Chilian Pinot Noir is no more than medium bodied, and from the exciting cool climate Casablanca Valley - bursting with bright red fruits, gentle lacy tannins and a savoury edge which will also work well with “all the trimmings” – give it a go and serve it at a cool temperature too   

https://petergrahamwines.com/p/naciente-morande-pinot-noir

  1. Promote and Serve a Sweet Wine with Puddings

Again, I strongly recommend (at least for the month of December) that you “book end” offering Champagne by the glass at the beginning of a meal with a dessert wine with the pudding at the end -even if you normally don’t offer one. People will indulge more in desserts (and cheese) at this time of year and are in the mood generally to indulge in these sorts of wines. Puddings at this time of the year are often quite hearty so you need a good quality sweet wine with both richness and texture, but equally not heavy. As a complete “go to” one stop sweet wine offering which covers all options the Banyuls Domaine de Bila-Haut from the very south of France and the renowned Rhône producer M. Chapoutier is the perfect option. This sweet red wine is made from Grenache with bold black and red fruit flavours, a touch of liquorice and chocolate overtones. Not too sweet it matches perfectly with Christmas pudding and cake, mince pies, and above all any chocolate dessert - a notoriously difficult ingredient to match with wine. It is also an ideal (and lower alcohol) option to partner cheese. Serve well chilled and in 75ml measures (or by the 50cl bottle for a group). The good news too is it will last for a long time once opened if you vacu-vin and chill overnight – by that for at least 5 days, so ullage risks are minimised. 

https://petergrahamwines.com/p/15-banyuls-vin-doux-naturel-selection

  1. Pass The Port

Port is a mainstay of Christmas and remains the number one choice to accompany a good cheese board. This is a must to feature in December, and I would suggest that you could look too at increasing your cheese menu and creating a separate menu card which waiters can bring to the table either before dessert (the Continental way) or after (the British way). On that menu not only showcase the cheese selection but include a port recommendation and maybe a package price ie a selection of several cheeses and a glass of port combined price offer.

I would go for the Late Bottled Vintage (LBV) from the renowned Port House of Dows who produce one of the most elegant and smoothest ports of all – not too sweet with lovely notes of cherry liqueur, dried fruits, liquorice, and mulled wine spice touches – very savoury and perfect with cheese. 

The good news too is you do not need to decant this wine; it can be served at room temperature – again in 75cl measures I would suggest – and will last 5-7 days once opened if vacu-vin overnight. 

https://petergrahamwines.com/p/dows-lbv-port

  1. Train, Motivate, and Reward Staff 

And on a final, but very important, note I would encourage you to brief, explain, focus, and above all incentivise your serving staff – and include a tasting of both key wines and a selection of dishes which are going to drive your sales and revenue over the Christmas period. Peter Graham Wines are here to assist and can support you in this exercise - please do discuss with your representative. Investment in this area before the Christmas rush starts will reap exponential rewards during the month. 

On behalf of everyone at Peter Graham Wines, can we wish you a very happy and prosperous Christmas and New Year and thank you for your support through 2025.