Train Your Staff to Talk About Wine

Restaurants are losing wine sales because staff are not being trained to talk about wine. Guests want guidance when choosing a bottle or a glass, but too often, they get vague descriptions or uncertainty. This is a major reason why wine programs struggle and why fewer people are choosing wine.

A strong wine program starts with a staff that has basic knowledge. They do not need to be experts. They do not need to memorize every vintage or producer. They do need a foundation that gives them confidence to speak about the wines on the list.

Staff should be able to explain wines in a way that feels approachable. They should avoid scripted, meaningless descriptions and focus on giving guests helpful information. If a guest asks about a wine, a good response is not, "It is bold and full-bodied," but something that connects to flavor, texture, region, or food pairings.

Restaurants that invest in basic education for their staff create a better guest experience. Staff who know even a little about wine feel more confident making recommendations. Guests are more likely to order wine when they feel guided, not intimidated.

Regular training should be part of the routine. When a new wine is added to the list, the team should taste it and learn how to talk about it. A few minutes before a shift can make all the difference. A staff that knows the wines can sell them, and when they sell them, wine becomes an important part of the restaurant’s success.

Ignoring this need will continue to hurt wine programs. Guests who feel lost when ordering will switch to beer or cocktails or nothing. Restaurants will see lower wine sales, and that loss adds up fast.

Every restaurant that serves wine should take this seriously. A little training goes a long way. Give your staff the tools to talk about the list, and watch the difference it makes.