Wine Isn’t Fun Anymore

Let’s be honest: wine has lost its spark. What used to feel special, adventurous, and full of discovery has turned into a dull, overpriced transaction. And here’s a big reason why: we’re trying to pass off fast food (grocery store wines) as fine dining — and customers aren’t buying it.

You can’t make mass-produced, uninspired wines exciting or interesting. No amount of storytelling or fancy glasses will make up for a lackluster pour that’s marked up to the moon. And customers? They’re not stupid. They know when they’re being overcharged for something they could have picked up at the supermarket for a fraction of the price.

Stop Serving Grocery Store Wines

Mass-produced wines have their place — maybe for a casual backyard BBQ or an easy weeknight dinner. But they don’t belong on your restaurant’s wine list, especially if you’re trying to charge the cost of the entire bottle for a single pour.

Why?

• These wines lack character. They’re designed for mass appeal, not to showcase the uniqueness of a region or varietal.

• They send a message that your wine program is more about profit margins than quality.

• They pale in comparison to the creativity and craftsmanship of a thoughtfully made cocktail or craft beer.

When guests look at your wine list, they want to see something they couldn’t easily find themselves. They want to discover wines that feel like they belong in your space — wines that tell a story and justify their price tag.

Customers Aren’t Stupid

We live in an age where information is at everyone’s fingertips. Customers can Google a bottle on your wine list in seconds, figure out its retail price, and do the math on your markup. And when that markup feels outrageous — especially for a mediocre wine — they’re not going to be impressed.

So what happens? They skip the wine. They order a cocktail instead. Or maybe a craft beer. Something that feels creative, thoughtful, and worth the price.

This shift isn’t about customers not liking wine. It’s about them being smart with their money. They’re not willing to overpay for something underwhelming when they could spend less and have a better experience.

How to Make Wine Fun Again

If you want your wine program to thrive, it’s time to rethink how you approach your list. Here’s where to start:

1. Curate with Care
   Stop stocking the same grocery store wines everyone else has. Seek out small producers, unique regions, or wines with a story to tell. Give your list a personality that matches your restaurant’s vibe.

2. Offer Value
   Value isn’t about being cheap; it’s about making the price feel fair for what you’re delivering. If you’re going to charge $15 for a glass, make sure it’s worth $15.

3. Focus on Exploration
   Wine should feel like an adventure. Rotate your by-the-glass offerings, introduce flights, or feature lesser-known varietals and regions. Give your guests a reason to be curious.

4. Train Your Team
   Your staff needs to feel excited about the wines they’re serving. If they’re engaged and knowledgeable, they’ll pass that enthusiasm on to your guests.

5. Drop the Pretension
   Wine doesn’t have to be stuffy to be special. Make it approachable, playful, and inclusive. Guests will respond to that energy.

The Bottom Line

Wine should be fun, exciting, and worth every penny. Customers aren’t walking away from wine because they’ve lost interest — they’re walking away because we’ve given them a reason to.

Stop serving overpriced, underwhelming wines. Stop trying to make fast food into fine dining. Start offering wines that inspire curiosity and create memorable experiences. That’s how you make wine fun again — and that’s how you bring guests back for another glass.