How to Increase Wine Sales
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Pouring Preparations - Tailor your wine list to fit the style of your clientele and your food. - Try to showcase at least one or two regional selections. - Make sure a bottle of wine doesn't cost more than the patron's meal. - Educate your staff about wine. You can do this by holding staff tastings.
Words for the Wines - Keep descriptions simple. Use words that customers and staff can grasp, such as "robust," "light" or "a wonderful flavor." - Pair selections with menu items. Tell servers which selections complement each menu item. - Tell customers the price. This avoids sticker shock when the bill comes in.
Look & Listen for Opportunities - Take advantage of pre-selling opportunities. When a reservation is for a large party, suggest that a bottle of wine be waiting when guests arrive. - Involve customers. Asking questions that prompt them to state their likes or dislikes allows servers to offer an appropriate selection. - Take advantage of packaging. The label is an excellent marketing tool. Showing the customer a beautiful label may resolve any reservations about the price.
Reprinted from Bread & Butter, January 1998
