How Wine Lists Lose Money (And How to Fix It)
A well-structured wine list brings in revenue and improves the guest experience. Many restaurants miss sales opportunities because their list is confusing, poorly priced, or lacks staff support. These common mistakes cost money, but they can be fixed with a few adjustments.
The Most Common Mistakes
1. The List is Too Complicated
Guests do not want to spend time deciphering a wine list. If the sections are unclear or the descriptions are too technical, they will default to familiar choices or skip wine altogether. Organize the list by category in a way that makes sense for your menu and customer base.
2. The Price Gaps Are Too Large
If your wine list jumps from a $40 bottle to a $100 bottle with no options in between, many guests will hesitate to buy. Include a range of price points so that every guest can find something within their budget.
By-the-glass pricing also plays a role. If the only glass pours available are inexpensive or house wines, guests who want a premium experience will feel stuck. A well-balanced selection includes a mix of approachable and premium glass pours to encourage both casual and higher-end purchases.
3. The Staff is Not Confident in Wine Sales
A well-trained staff increases wine sales. Servers who are comfortable making recommendations will drive revenue. A short training on how to describe wine in simple terms and suggest pairings will help the team sell more.
4. The Most Profitable Wines Are Not Featured
If your highest-margin wines are buried in the middle of a long list, they will not sell as well. Highlight these wines by placing them in a "Recommended" section or training staff to suggest them when a guest asks for guidance.
How to Fix These Problems
Keep the list easy to read with clear sections and pricing
Offer a range of price points to meet different budgets
Train staff to describe and suggest wines with confidence
Feature high-margin wines in a visible section or through staff recommendations
A strong wine program does not have to be complicated. Small adjustments to the list and the way it is presented will lead to better sales and a better guest experience.
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