by Lindsay Paterson
- Butlins has never been synonymous with fine dining, but a new up-market wine list offers consumers choice and quality at surprising prices. The “Fine but Fun” wine list offers holidaymakers a range of fine wines, including Chablis and Chateauneuf du Pape and even a Krug Grand Cru at serious (but fair) prices.
- The move is part of Butlins’ strategy of appealing to all budgets — guests are no longer tied to the infamous chalets and traditional food and can choose from basic to luxury in their accommodation and dining options. And as a result, Butlins reported a 10% increase in revenue in 2009 (TravelMole.com 2.12.09).
WHAT THIS MEANS TO BUSINESS
- Savvy and well-travelled consumers may be holidaying at home this year, but they don’t have to settle for second best.
- Supermarkets and off-licences have accustomed wine-loving consumers to choice, both in terms of price and quality. They want to indulge their passion on holiday too, even if they are saving on travel and accommodation costs.