3 Deadly Sins That Kill a Wine Program
I once consulted with a restaurant that was struggling. Their wine sales were down, and their solution was to keep bringing in new wines to fix the problem. They worked hard to keep glass prices under $15, thinking affordability was the key. Yet, none of it worked.
What went wrong? They fell into the trap of the 3 Deadly Sins of wine programs.
1. Over-Reliance on Distributors
Partnering with a wine distributor isn’t inherently bad. Great distributor reps can help you find excellent wines, pair selections with your menu, and offer strong QPR (quality-to-price ratio) for your customers.
But the trouble starts when you rely too heavily on distributors, especially if you don’t have wine knowledge in-house. Distributors often have new sales reps who may prioritize their quotas over curating a list that serves your restaurant’s unique needs. Without someone knowledgeable on your team to oversee the selections, your wine list risks becoming a homogenized collection of grocery store wines.
The result? Customers don’t see value in buying these wines at your restaurant when they know they can find the same bottles for much less at retail. Your list loses excitement, exploration, and the chance to create a memorable experience for your guests.
2. Too Many Wines
The restaurant I consulted had 15 tables and 17 wines by the glass. The owner loved interesting and obscure wines, but without a clear strategy, the list became chaotic and unorganized.
Offering too many wines dilutes the program:
Wines lose freshness because they aren’t selling quickly enough.
The staff is overwhelmed and unable to master the list.
Guests are confused, especially if the list is full of wines they’ve never heard of and the staff can’t explain them.
A couple of unique, obscure wines can be magical — but only if they’re supported by a thoughtful strategy and a well-trained team. Ten or more obscure selections without focus? That’s just a mess.
3. No Staff Training
This is the most critical mistake, and it doomed this restaurant’s program. The staff wasn’t trained to taste or sell the wines. They didn’t know the difference between varietals, regions, or styles. Without that knowledge, they weren’t excited about the wines, and they couldn’t communicate meaningful suggestions to guests.
When servers aren’t confident in what they’re selling, they’re less likely to bring it up at all. Guests, in turn, feel like wine isn’t a priority — and they skip it.
What You Can Do
If you’re running a wine program or trying to fix one, here’s how to avoid these deadly sins:
Appoint an In-House Wine Lead
Find a staff member who’s passionate and curious about wine to lead tastings and training. They don’t need to be an expert, but they should be eager to learn and share knowledge with the team.Get Help Crafting Your Wine List
If you don’t have the knowledge to create your list, find someone who does. This could be a consultant, a distributor partner you trust, or your in-house wine lead once they’ve received some training. Focus on balance: a few approachable wines, a couple of unique options, and all selections tied to your menu and clientele.Train Your Staff Regularly
Training isn’t a one-and-done activity. Hold tastings at least twice a month, or weekly if you’re introducing new wines. Teach your team how to describe wines, pair them with food, and recommend them confidently. The more they know, the more excited they’ll be — and that excitement translates directly to sales.
The Bottom Line
A successful wine program isn’t just about the wines you bring in. It’s about strategy, focus, and giving your team the tools they need to create a memorable experience for your guests. Avoid these three mistakes, and you’ll build a wine program that excites your staff, delights your customers, and drives your sales.
