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Hallgarten Wines’ ‘100,000 Glasses for Hospitality’ Initiative Helps Participating Operators Increase Footfall

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Hallgarten Wines’ ‘100,000 Glasses for Hospitality’ Initiative Helps Participating Operators Increase Footfall

Following the government’s ‘Eat Out to Help Out’ scheme in August, specialist wine importer Hallgarten & Novum Wines supported their hospitality sector customers throughout September with 100,000 glasses of wine provided free of charge. Close to 400 hotel, restaurant and bar operators from across the UK applied for the initiative, with successful participating sites each receiving a credit for 250 glasses of wine.


This significant investment, with a retail value in excess of £700,000, was offered exclusively to On Trade customers, who have been using the free wine to help drive footfall through rewarding and incentivising their guests. Following news of limitations to table size and 10pm curfew, many venues have used the 100,000 Glasses for Hospitality initiative as part of an early bird offer and reward guests that are showing support to the hospitality industry.

Andrew Bewes, Managing Director at Hallgarten Wines commented:

“We have been delighted by the response from our core On Trade customers who have been fantastic in getting behind our 100,000 Glasses for Hospitality initiative.  They have been highly creative in using the free wine to reward and incentivise their guests; since the initiative kicked off our social media feeds have been filled with hospitality businesses sharing their offers using the #100kGlassesForHospitality hashtag to help reach guests.


“We are extremely grateful to our partner suppliers around the world for enabling us to create this initiative. They, like us, wanted to support and give something back to the hospitality industry which, as we are all so acutely aware, has been severely affected by the initial period of nationwide lockdown and the subsequent restrictions put in place by the government.”


Applications for the scheme were open between 18th and 28th August, with the promotional period running throughout the month of September. The scheme and its funding was finite, and offered on a first-come, first-served basis through the Hallgarten website.


Operators of five luxury, boutique hotels in the north England and Scotland, Dakota Hotels use the initiative as an opportunity to offer a glass of wine to diners in the Dakota Loyalty Club when eating at a Dakota Grill restaurant.


Matt Townley, General Manager, Dakota Hotel, Manchester commented:

 “Continuing our great partnership with Hallgarten and Novum Wines, Dakota Manchester were able to greet our Bar & Grill guests with a glass of San Marzano Primitivo, Verdeca or Undurraga sparkling wine, our guests were delighted.  In such a challenging climate this gesture was incredibly well received by both our guests and enabled us to highlight the great collaborative partnerships we value with our suppliers. Wine sales remained strong and the 100,000 Glasses initiative was a key driver in delivering repeat custom during the summer months.”


London’s oldest wine bar, Gordon’s Wine Bar, offered its guests buy one get one free on two wines by the glass on Monday to Friday, between 12 and 4PM to help encourage day time trade.


Joao Carlos, Operations Manager, Gordon's Wine Bar commented:

“We were delighted to take part in Hallgarten’s 100,000 Glasses for Hospitality initiative and offer our guests something for nothing. After being included in the support, we made the decision to offer our guests a buy one get one free offer on our Muscadet and Montepulciano. To help drive footfall during the daytime, we offered this to our guests during the week between 12noon and 4pm.


“Our guests where trilled with the offer, and throughout September we gave away around 80 glasses of red and 70 white which helped to increase dwell time during the week. This initiative, and the support Hallgarten has provided to the hospitality industry, has been a welcome relief to the sector.”


The two AA Rosette Shelburne Restaurant at Bowood Hotel, Spa & Golf Resort used the 100,000 Glasses initiative to create a two course lunchtime offer including a glass of wine.


Jeff Condliffe, General Manager, Bowood Hotel, Spa & Golf Resort commented:

“Bowood Hotel, Spa & Golf Resort were delighted to be part of the 100,000 Glasses for Hospitality initiative and reward our loyal guests who have returned or new guests visiting during September. The initiative from Hallgarten Wines is a brilliant way to support the hospitality sector, which - as has been widely reported - has been seriously affected by Covid-19. This great initiative has assisted us in driving much needed footfall and restore our guests’ confidence, not just in Bowood Hotel, Spa & Golf Resort, but in the hospitality sector and we are extremely proud to play our part in giving something back to guests.”


Throughout September, recently launched MJP @ The Shepherds offered a complimentary glass of wine to all lunchtime restaurant bookings.


Bradley Dorrington, General Manager at MJP @ The Shepherds commented:

“We were delighted to be part of Hallgarten’s 100,000 glasses for hospitality initiative. The awareness raised on social media and in the press by both ourselves at MJP & Hallgarten has helped to bring in approximately 300-350 additional covers during the month of September, which has helped us generate much needed additional revenue in a time where the industry is on its knees.”


Following the launch of the award, Hallgarten & Novum Wines was shortlisted for The Drinks Business Hospitality Hero Award at the 2020 Drinks Business Awards in recognition of the support the company was giving to the hospitality trade in these challenging times.