The Art of Selling Wine-by-the-Bottle in Your Restaurant

Struggling to increase wine-by-the-bottle sales at your restaurant? It’s true that guests usually prefer wine sold by the glass, but with the right strategies and a knowledgeable staff, your goal is not that hard to achieve.

Train Your Staff Right…

…but make sure that your training is effective. Wine is an incredibly complex industry, and servers can easily become overwhelmed if you try to present too much information at once. Give them basic knowledge regarding grape varieties and regions. Provide more detailed information when appropriate and according to your wine list.

Host staff wine tastings. You may offer three tastings of the same type of wine: one rich, one unoaked and a third less expensive option. These tastings will give your servers the opportunity to experience the differences between each wine and to become familiar with the characteristics of the grape.

Timing is Key

When training the staff, stress the importance of timing and recognizing opportunities:

• If the customer is glancing at the wine-by-the-bottle section, servers can take this opportunity to offer some assistance in their selection process.
• If the customers know exactly which bottle they want, the server should give them the requested wine without offering additional suggestions or pushing for a different bottle.
• Your servers should also be able to recognize the point at which it becomes more practical and economical to buy a bottle instead of a glass. If a customer plans to order three or more glasses of the same wine, it’s generally less expensive and more practical to simply order a bottle instead.

Refine Your Wine Menu

Some customers prefer to make their own decision when choosing wine. The words you use in your descriptions should help them make their decision. Along with the basics — region of origin, year and type — you should also include descriptive words, like: bold, fruity, light, earthy, sweet, dry or dessert.

Make sure that your wine menu is updated and current. The last thing you want is for your servers to recommend a wine that is no longer in inventory.

Host Tasting Events

Hosting the occasional tasting or wine pairing event can bring in new customers on a slow night. It’s also a great way for your regulars to try out different wines and potentially order a bottle in the future.

Another option is to bring in a few bottles of something new each month. Promote these new wines on your email list, and invite your regulars to come in for a glass (or bottle) of your featured wine.

Be Open for Conversation

If the customers feel comfortable with the server and the server is confident and knowledgeable about the wine, they may ask for some guidance. This is the perfect opportunity for your server to recommend a bottle of wine that will pair well with their meals.

When servers take the time to talk about wine selection, it’s much easier and more natural to suggest appetizers and other menu options. This helps form a relationship and makes guests more likely to consider the server’s recommendations.

Personalized Service

When training your staff on how to sell wine as a server, another important thing to focus on is delivering personalized service.

Each guest should be treated as an individual, and servers should take the time to listen to what they want. If the customer seems to be unsure about which bottle of wine to order, this is the ideal opportunity for the server to jump in and offer suggestions. But it’s important for your servers not to be too pushy or to come off as salesy.

Selling wine by the bottle can be a challenge for restaurants, particularly when most tables consist of smaller parties. However, if your staff is knowledgeable and you implement the right strategies, you can increase your bottle sales and encourage customers to order more bottles in the future.

Source: https://mcdonaldpaper.com/blog/how-to-increase-wine-by-bottle-sales