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Whether you want to get a higher wine sales commission or you are a restaurant owner looking for ways to boost wine sales, there are some things you need to know. In today’s market, it’s hard to set yourself apart from the competition. People have higher standards and a strong desire for unforgettable experiences and this impacts the hospitality industry in a major way.
Proper presentation is always key, no matter what product we are talking about. The food and beverage industry is no different. Beautiful plating combined with a perfect wine presentation will make your business stand out. Offering different varieties of wine is crucial, but how you present them is what makes a real difference.
We already covered topics like wine tasting, the best wine pairings, and wine trends. We have discussed in great detail sparkling wines, as well as unique wines, and exotic wines. You can even learn more about CBD wine, vegan wine, and low-alcohol wine from our blog section. That’s why it’s time to talk about wine presentation and tasting that will help you boost sales.
How to Do a Wine Presentation to Boost Sales
Creating a great wine presentation in your restaurant can significantly enhance the overall dining experience and drive sales. Especially if your restaurant is a place where customers can enjoy fine dining with a large, well-curated wine list. Here’s how to do a perfect wine presentation!
Key Takeaway: A great wine presentation is key to boosting wine sales in your restaurant. Take the time and invest in training your staff to know more about the wines, and ways to communicate with customers. Have them understand how to pair wines with the food on your menu. All of these steps will help you improve the profitability of your business.
1. Start by Curating a Great Wine List
Always strive to offer a well-curated wine list that appeals to a range of tastes and preferences. Even if it’s not the top wine list in the area, you can have a selection of great wines that will keep people coming back. Include a variety of wine styles, varietals, and price points to cater to different budgets and occasions. Organize the wine list by categories such as varietals, regions, or flavor profiles to make it easy for customers to navigate and explore. Make sure to always offer wines that go with the meals the customers have ordered.
2. Make Sure to Train Your Staff
Provide comprehensive training to your staff to ensure they are knowledgeable about the wines on your list. Educate the waiters about the different varietals, regions, and flavor profiles, as well as possible food and wine pairings. Equip them with the skills and confidence to make recommendations, answer questions, and engage with customers effectively. If you want to take things to the next level, hire a sommelier for your restaurant who will help you with building the list and will always make great recommendations to your restaurant guests.
3. Create Visual Displays Around Your Restaurant
Design visually appealing displays showcasing featured wines, special promotions, or wine pairings. Invest in high-quality but also beautiful wine racks that will blend well with the interior of your restaurant. They could also be the focal point depending on your design preferences and the style of your business.
Use attractive signage, themed decorations, and props to create an inviting atmosphere that draws attention to your wine selection. Consider incorporating digital displays or interactive elements to provide additional information about the wines and enhance the presentation. Together with your well-trained staff, these displays and information will keep people’s attention.
4. Offer Wine Tasting Flights
Provide tasting flights featuring a selection of wines grouped by varietal, region, or theme. Tasting flights allow customers to sample different wines side by side, compare flavors and aromas, and discover their preferences. Offer tasting notes and guidance to enhance the tasting experience and encourage customers to explore new wines. When they learn more about wine and find various styles they like, the customers will be more likely to return to your restaurant.
You can go as far as organizing wine tasting events or parties. They could be done around local holidays and other celebrations. Don’t miss such opportunities in your specific region when they arise.
5. Great Food and Wine Pairings Are a Must
There is no surprise that food and drinks go hand in hand. Highlight food and wine pairings on your menu to encourage customers to try different things. Train your staff to make recommendations based on the menu offerings and customers' preferences. Offer wine pairing suggestions for appetizers, entrees, and desserts to complement the flavors of each dish.
When you offer a well-rounded, delicious experience combined with a nice atmosphere, you will get more opportunities to upsell and win your customers. Once people become regulars at your restaurant, they will promote you to their friends and family. Word of mouth, although not a modern method, is one of the best ways to find new places and gain new customers.
Wine Tasting Techniques to Share With Your Customers
Wine tasting is a huge part of the whole wine presentation process. When you are showing customers different wines and telling them about the varietals, styles, regions, etc., you should teach them how tasting is done. This is something that is done on special wine tasting events but you can take advantage of people’s interest in wine and teach some of the techniques on a regular night.
Here’s what you need to show your customers:
1. Start by pouring a small amount of wine into each glass, filling it about one-third full. Show the customers how to hold the glass by the stem to avoid warming the wine with their hand, and examine the wine's appearance. Explain how to swirl the glass gently to release the wine's aromas and observe any "legs" or "tears" that form on the side of the glass. Learn more about wine legs in this article we have on the topic.
2. Tell your guests to bring the glass to their nose and inhale deeply to capture the wine's aromas. Encourage customers to take their time and identify the various scents present in the wine. Discuss the primary aromas, such as fruit, floral, or herbal notes, as well as secondary aromas from oak aging or winemaking techniques.
3. Explain that they should take a small sip of the wine and let it coat their palate. Encourage customers to notice the wine's texture, acidity, sweetness, and tannins. Have them swish the wine around in their mouth to fully experience its flavors and sensations.
4. Encourage your customers to share their thoughts and ask any questions they may have about the wine. Be prepared to talk about great food pairings, the notes of the wine, and anything else that may relate to it.
By doing such a detailed wine presentation, you are earning the trust of your customers. People also love learning new things and will enjoy discovering more about wine while tasting it. Take advantage of this and work on your wine presentation skills so you can hone them to perfection!
Frequently Asked Questions about Wine Presentation and Tasting Techniques
If you want to know more about the best way to do a wine presentation and learn about tasting techniques, read the answers to these common questions.
What Is the Proper Way to Hold a Wine Glass?
Hold the wine glass by the stem rather than the bowl to avoid warming the wine with your hand. This allows you to observe the wine's color and clarity while keeping it at the optimal serving temperature.
What Are Some Common Mistakes to Avoid When Tasting Wine?
Common mistakes when tasting wine include holding the glass by the bowl, swirling too vigorously, and rushing through the tasting process. Avoid wearing strong fragrances or smoking before tasting wine, as these can interfere with your ability to detect aromas.
What Are Some Wine Presentation Mistakes to Avoid?
Serving wine at the wrong temperature, neglecting proper wine storage, using incorrect glassware, failing to provide accurate and detailed descriptions of each wine, and poor pairing recommendations. If you avoid these mistakes, you will be one step closer to the perfect wine presentation!