If Your Staff Isn’t Excited About Wine, Your Customers Won’t Be
Here’s the simple truth: enthusiasm is contagious. If your staff is excited about wine, that energy spills over to your customers. But if your team approaches the wine list like it’s just another menu item — or worse, avoids talking about it altogether — your guests will follow suit.
Wine is an experience, not just a product. And the key to unlocking that experience for your customers starts with your staff.
Why Staff Enthusiasm Matters
Think about the last time you were at a restaurant where the server was genuinely excited about what they were serving. Maybe they described a dish in a way that made your mouth water, or they recommended something with such confidence and joy that you couldn’t resist ordering it.
Now imagine that same energy applied to wine. When a server talks about a wine with passion — sharing a story about the vineyard, highlighting the flavors, or explaining why it pairs perfectly with a dish — it transforms the guest experience. Suddenly, wine isn’t intimidating or stuffy. It’s exciting.
Guests feed off this enthusiasm. They ask more questions, take chances on new selections, and ultimately feel more connected to the wine and the overall experience.
The Risks of a Disengaged Team
If your staff isn’t engaged or excited about wine, it shows. They’ll stick to generic recommendations, avoid upselling, or worse, shy away from the wine list entirely. This leaves your guests in the dark, missing out on the opportunity to discover something special.
The result?
Lower wine sales.
Missed opportunities to enhance the guest experience.
A lack of connection between your team, your guests, and your wine program.
Without staff buy-in, even the best wine list in the world will fall flat.
How to Build Excitement Around Wine
Invest in Training
Knowledge breeds confidence, and confidence breeds enthusiasm. When your staff feels equipped to talk about wine, they’re more likely to engage with guests. Focus on training that’s approachable and interactive, like blind tastings, food pairings, or sessions on wine regions.Tell Stories
Facts and figures are fine, but stories are what inspire. Share the backstory of a winemaker, the unique geology of a vineyard, or the challenges of a particular vintage. These narratives give your team something to talk about and help them connect with the wines on a personal level.Make It Fun
Wine shouldn’t feel like homework. Create opportunities for your team to explore and enjoy wine in a relaxed setting. Host informal tastings, encourage them to share their favorites, and celebrate their discoveries.Empower Them to Experiment
Encourage your team to try new things and share their findings with guests. If they love a particular wine or pairing, give them the freedom to recommend it enthusiastically. Their genuine excitement will resonate with customers.Lead by Example
Your leadership sets the tone. If you’re passionate about wine and actively engage your team, they’ll follow your lead. Show them that wine is worth getting excited about, and they’ll bring that same energy to the floor.
The Ripple Effect
When your staff is excited about wine, your customers feel it. They ask questions, try new things, and order that second glass or bottle. They leave your restaurant not just satisfied but inspired, telling friends about their great experience and returning for more.
This enthusiasm doesn’t just boost sales — it builds loyalty. Guests remember the energy and care that went into their experience, and they’ll come back because of it.
Conclusion
Your staff’s attitude toward wine sets the tone for your entire wine program. If they’re excited, informed, and engaged, your customers will be too. But if your team is disengaged or uninspired, your guests will feel the same way.
