In this country the history of the on trade, well really the drinking house, inn or pub, goes back to Roman times or even before. Most of what was being drunk was beer. Back then brewing wasn’t a big corporate affair. It was more of a domestic chore like bread making, especially since they have the same ingredients if you think about it.

Each of the wives in the village would make up their own little family brew. You know what blokes are like. It couldn’t have been long before they decided that they wanted to drink together and then as they passed from house to house they were bound to have discovered that it was Harold’s wife, at the house on the corner by the well, who made the best. From then on they’d all agree to drink there, she’d have to brew ten times as much and start to provide some nibbles… and the pub was born.

Back then it was simple because, apart from anything else, Harold’s house was the only place where you could get alcohol. Today it’s quite different.

Alcohol is widely available and, as a nation, our drinking habits aren’t limited to the on trade. We drink at home too.

This is especially significant for wine. Remember 80% of wine consumption is from the off trade sector. But, of course, for the customer there is a very compelling reason to drink wine at home. In a supermarket a bottle of Hardy’s Stamp may cost them £5.99. In a pub or restaurant it is likely to cost £9.99.

Now we know the reason for this and so do our customers. In a pub you get served by professional staff in beautiful surroundings, there is a huge range to choose from, there is room for all of your mates and there is a congenial atmosphere… and that all costs money. At home you are likely to be sitting drinking alone in front of Coronation Street like a sad person.

But although we do all understand the reason, it is vital that we add the extras to make up the nominal £4.50 price difference. We call those extras ‘Theatre’. Theatre is that professionalism, the smiling face behind the bar, the real interest in the customer. When you are behind a bar you are on show. You are the entertainment. You are the reason your customers are there.