Our debut at a major UK Arena – Lionel Ritchie, 10th March 2105, The SSE Arena, Belfast


by Gerry Smyth

As Lionel would say, ‘Oh, what a feeling….’ And we certainly did feel like ‘dancing on the ceiling’ after hearing that Enjoy Life By The Glass had completely sold out at the concert, such was the success of ELBTG on it’s UK major arena debut.

Rowly Gallagher, Head of Catering at the Odyssey, wanted to combat disappointing wine sales – 12% of all beverages sold are wine – though this figure is not untypical of wine consumption at live events – festivals, concerts, arenas and stadiums. With the quick transactional nature of the Enjoy Life By the Glass solution, consumers tend to buy more as they can easily carry their glass back to their seat, and bar staff love selling it as it is quick and simple to transact – allowing them to serve more customers – therefore improving profitability for the bar and at the same time improving the consumer experience by reducing queue times.

“We wanted to improve the consumer experience of our wine sales by providing a premium quality choice, in a convenient way. It’s much quicker to serve and sell, so it has the added benefit of helping keep queues down at the bar as well as keeping our customers happy. We sold out at the Lionel Ritchie concert which is a testament to customers preferring the ‘Enjoy Life By The Glass’ wine glass solution to the 187 PET bottle we previously offered!”



Gerry Smyth
Gerry Smyth

Author

Gerry Smyth is the co-founder of Bear Smyth Limited, owners of Enjoy Life By The Glass. Gerry's career has been based in market research, marketing and commercial development; he has extensive expertise and insight into the live events sector, and his love of wine solutions comes from wanting to ensure that every customer enjoys the perfect serve!




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