The market for wine in catering establishments.

The main aims of this study are to determine how much wine is sold through catering outlets, how it is sold and how this market is likely to develop in the future. It is also intended to identify any factors which may hinder its growth and suggest ways in which these may be overcome. The methods adopted to achieve these aims consist of a review of related research and statistical data, an econometric study, a suryey using a postal questionnaire dispatched to the managers of hotels and restaurants and the personal interviewing of both caterers and representatives of wine suppliers. The first part of the thesis is concerned with a description of the market at the present time in terms of the outlets involved, the consumer, the suppliers and the contribution which wine sales make to the revenue of catering operations. This is largely based on published material. The empirical part of the study, consisting of personal interviews and the postal survey, which follows, is an attempt to extend existing knowledge. It deals in particular with how caterers buy their wine and the determinants of high wine sales in catering outlets. The econometric study was undertaken to identify trends in consumption which could be used to forecast the growth of the market while a discussion of any foreseeable factors which may cause a deviation from the trend is also included. The final part of the work draws together the findings of the previous sections and gives recommenda-tions for action on the part of both caterers and wine suppliers