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With more and more concerts on the horizon, it feels only fitting to highlight that the UK’s live events sector is riding a wave of unprecedented success. According to the LIVE Annual Report 2024, consumer spending on live music reached £6.7 billion last year, a record high and nearly 10% higher than in 2023! 

However, while ticketing, staging, and VIP hospitality have evolved at a rapid pace, the drinks offering at such gatherings has often lagged behind. Beer and spirits dominate, while wine is too often confined to a house option at the bar, or a bottle tucked away in a suite fridge. And for venues that pride themselves on delivering a world-class experience, that feels like a missed opportunity.

A booming live events industry

If we go back to look at the numbers, concerts alone accounted for more than three-quarters of that spend, fuelled by blockbuster tours, major festivals, and the return of household names. 

In total, 23.5 million people flocked to the UK’s arenas, stadiums and festivals in 2024. That’s more people than the populations of London, Manchester, Birmingham, and Glasgow combined!

Add to this the millions more who pour through the turnstiles at football grounds, rugby matches and other large-scale sporting events, and it becomes clear: big venues are no longer just places to watch the show. They are multi-billion-pound ecosystems of entertainment, hospitality, and experience.

A premium experience deserves premium wine

For large venues, wine by the glass isn’t just a nice extra; it’s a strategic opportunity. Audiences are already showing their willingness to spend, whether it’s on premium tickets, hospitality upgrades, or simply making the most of a big night out.

A strong by-the-glass programme meets that demand while delivering clear benefits for operators:

• Premium choice without waste: Guests can enjoy quality still and sparkling wines by the glass, while venues eliminate the risk of half-finished bottles going to waste.
• Added value in hospitality spaces: VIP suites, lounges and corporate boxes are natural environments to showcase a more refined wine selection, enhancing the sense of exclusivity.
• Revenue growth and efficiency: More upselling opportunities, faster service times, and a broader appeal beyond beer and spirits – all of which translate into higher margins.
• A better guest experience: Offering wine by the glass widens the appeal, makes premium wine more accessible at different price points, and ensures every guest feels catered for.

And this isn’t limited to concerts. The same logic applies to sports, comedy tours, exhibitions and any large-scale gathering. Wherever crowds gather for unforgettable moments, there’s room to raise the bar with wine.

How Bermar helps venues get there

For more than three decades, Bermar has helped venues and hospitality operators around the world unlock the potential of their wine by the glass offering. Our innovative ePreserve technology keeps both still and sparkling wines fresh for up to 3 weeks, ensuring every pour is as good as the first.

For large-scale venues, that means being able to broaden the wine list with confidence. It means offering guests more choice without worrying about wastage. And it means giving your teams the tools to serve quickly, efficiently and at scale.

In short, it allows venues to match the scale of their events with a drinks offer that feels premium, modern, and memorable. 

A toast to what’s next. 

Evidently, the live sector is thriving, and guests are willing to invest in experiences that feel worthwhile. That shouldn’t stop at the stage; it should carry through to the drinks in their hand. 

Wine by the glass isn’t just another option. It’s a signal that a venue understands its audience and is ready to deliver on every level.

Explore our preservation systems on our website to discover how they can help your venue elevate its wine service.

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