Samenvatting

With 61% of wine consumer on a regular basis, the UK is the world sixth wine consumption market. It is one of the smallest wine producers but one of the largest wine importers in the world. Leading by the off-trade consumption, it is one of the most dynamic markets with a wide range of worldwide product diversity. With a strong rivalry for trade professionals, the wine business use a strong marketing mix to compete. The on-trade sector only sells 12% of the total amount of wine and faces a consumption crisis since 2014. Finding a way to face the crisis and to increase sales in the on-trade sector especially for restaurants is the knowledge gap. Targetingthe trade, the research was about wine importers cooperative partnership with restaurants, plus how restaurants can face the crisis using marketing. The main question to be answered was “What marketing communication tools wine importers and fine dining restaurants can use in order to increase the sales of wine in the on-trade sector in the United Kingdom?”