CREATE A WINE LIST IN 6 EASY STEPS
Sommeliers aren’t the only pros who make wine lists—bartenders or bar managers are often given the task, and it can be intimidating, especially the first time. But whether you get “stuck” or want to know how to do it, there are some key things to know. Our quick steps will help you competently create a wine list as cool as your cocktail menu. By Laura DePasquale, Master Sommelier, Senior Vice President, Sales & Commercial Operations, Artisanal Wine Division
Step 1: Know your brand.
Your wine list is an extension of your restaurant concept; it should align with its character and personality. For example, if you serve farm-to-table food, you might choose to feature organic wine, wine from local vineyards, or those that focus on sustainable production. If you’re known for your craft cocktails, you can also get creative with artisanal wines or draw from unexpected wine-producing regions.
Step 2: Complement your cuisine.
Your wine list needs to pair well with your food menu. If you serve Italian cuisine, you’ll want a selection of wines from Italy. If you work at a steakhouse, you’ll want a representation of bold, full-bodied reds. If you serve a selection of spicy foods, make sure to have some semi-sweet white wines such as Riesling and softer tannin, fruit-forward red wines, as well as bubbly options to counteract the heat.
Step 3: Be balanced.
Include a mix of wines by type and region and be sure to include half bottles (375 ml) and a variety of by-the-glass options. If you’re prone to include some unique or off-beat wines, that’s great, but also include some familiar options, otherwise your list could be intimidating. Equally important, take time to analyze what wines and categories are or aren’t currently selling well.
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Step 4: Offer a range of price points.
Prices should coincide with general menu pricing; in other words, if your entrée prices are all moderately priced, most of your wines should be as well. Arrange the list by category, starting with by the glass, then by type of wine: sparkling, white, rosé, red and dessert with a heading for each category to eliminate any confusion.
Step 5: Do some research.
Go online and see what other similar restaurant concepts are doing to get inspiration or find gaps where you can come in and offer something different or better.
Step 6: Get to know your distributor.
Remember, you can always ask for help! Your distributor representative is a great resource who can help you design a profitable wine list customized for your bar or restaurant. Your distributor has access to resources that can help you craft the perfect list and advise on pricing as well. Of course, the best part about creating a wine list is tasting all the wines! So rather than fear the process, sit down with your distributor representative and taste! Learn about new wines. You’ll learn to enjoy and savor the process. And lastly, always make notes so you’ll remember the details later.
