The Power of the Pour: Why Restaurants Should Offer Wine Tasters
The other day, I visited Seattle Coffee Gear in Kirkland. They have an incredible selection of single-origin coffee beans from roasters across the country. While I was browsing, a staff member approached me and offered to let me sample three of my choice. I was floored.
They explained that they’d brew small pour-over samples of any beans I wanted to try. I picked three, sipped them right there in the store, and immediately bought two bags. The experience was seamless, welcoming, and memorable. It wasn’t just about selling coffee; it was about hospitality.
This got me thinking: why isn’t wine doing the same?
Pouring Tasters Creates Opportunity
Restaurants often shy away from offering wine tasters, worried about wasting product or slowing service. But here’s the truth: pouring a taster for a guest isn’t a waste — it’s an opportunity.
When you offer a guest a small sample of a wine, you’re opening the door to exploration and connection. You’re showing them that you care about their experience and want to help them find something they’ll truly enjoy. And here’s the best part: when a guest accepts a taster, they’re far more likely to order a glass (or two).
The Numbers Don’t Lie
Let’s do the math. Say you pour the equivalent of one bottle of wine (about five glasses) in tasters each night. If even half of those tasters turn into glasses sold, you’ve already covered the cost of the bottle and made a profit.
Here’s where it gets interesting:
If one guest orders a glass, others at the table often follow.
A couple of extra glasses can easily add $20-$50 to the check.
That’s an extra $10 or more in tips per table or $100+ per night for your staff.
The impact on your bottom line and team morale is significant — and all from a simple pour.
Hospitality and Exploration
Offering tasters isn’t just about increasing sales. It’s about creating an experience that guests remember and want to return for. It’s about showing generosity and hospitality in a way that feels personal.
When you offer a taster, you’re saying:
“I care about your preferences.”
“I want to help you find something you’ll love.”
“Let’s make this fun and exploratory.”
This approach doesn’t just sell wine; it creates loyalty. Guests who feel cared for are more likely to come back, order more, and tell their friends.
Challenge to Restaurants
I challenge restaurants to pour at least the equivalent of one bottle a night in tasters. Make it part of your service culture. Train your staff to offer small samples to curious guests and watch what happens.
The ripple effect is real. Guests are more likely to take a chance on something new, increasing their wine knowledge and confidence. They’re more likely to order a glass — and bring their friends along for the ride.
Wine Needs to Follow Suit
If coffee shops can do it, so can we. Wine has the same power to inspire curiosity and connection, but we need to meet guests halfway. Let’s make wine more approachable and engaging by offering tasters.
Because when you pour a taster, you’re not just giving someone a sip of wine. You’re giving them an experience. And that’s what keeps people coming back.
