Whether you run a small restaurant or wine bar, a catering business or fine dining restaurant, there are some simple tools and tricks to help you craft a balanced, enticing and profitable beverage list.
Our resident sommelier Matt Dunne (formerly Aria and River Cafe, London) has put together this step-by-step guide.
For further guidance or to sit down with one of our WSET trained area managers, drop us a line. email@example.com
Consider the length, style and target market of your wine list. Do you want fewer wines on your list post COVID, does your staff have the knowledge to sell the wines you want to sell.
Determine the narrative of the venue and the list What is your cuisine, who your target market?
Determine overall beverage stock valuation Include all beverages in this figure
Determine price points Competitor analysis required
Develop size of the wine list, how many BTG pours Based on stock on hand, storage restrictions
Depending on list size, write list in either:
a) Price order or Least - most expensive
b) Palate weight i.e – Pinot Noir, Gamay, Grenache, Blends, Cabernet Shiraz
c) Style - to create intrigue and interest i.e - Aromatic & refreshing whites, bold & textured whites, light & crunchy reds, natural wine, skin-contact
Pro Tip: Download the ready-to-print winelist below. Just plug in your chosen wines and prices and you're good to go. Or contact us firstname.lastname@example.org for more templates.
Consider the pricing and profitability of your wine list.
Determine entry point and premium bottle price What is the average bottle price going to be? Create a formula specific to your venue
Determine the average GP% by the glass Venue specific to maximise GP. Always higher than by the bottle.
Determine the average GP% by the bottle Venue specific - generally slightly less GP than BTG.
Bottle price strategy Make more margin on the second least expensive bottle wine. Most customers avoid the cheapest
Bottle price formula Typically there is less margin on more expensive bottles to ensure they sell through
Follow up Daily sales tracking of best/worst sellers, sales focus opportunities to increase margins
Stocktake Have a wastage strategy in place to combat overpouring by the glass and oxidised wine by the glass
Tweak/Change/Evolve A process of continuous improvement, enter wine list awards as a reference guide against your peers
Pro Tip: Download our simple costing spreadsheet. Plug in your wines and their landed unit costs, play around with the bottle and glass sell prices and your margins and COGs is automatically calculate