Suggesting, Selling, and Serving

THE BARTENDER'S GUIDE TO Suggesting, Selling and Serving Wine

By Carla Rivera, Director of Cocktail Development for South Florida, Southern Glazer’s Wine & Spirits

Being in the service industry is one of the most literal iterations of the title. It’s what hospitality is all about. You are at the service of others.

The bartender can often be, if not the first, the second point of contact for a customer, and setting the tone for the rest of the evening is paramount. To speak confidently and knowledgeably about all aspects of an establishment’s beverage menu gives credibility, which translates into more trust from the guest.

Not all customers that belly up to your bar want a cocktail or spirit. They also want wine. So, if you can’t describe your driest white by the glass and know what region your Pinot Noir comes from, you’ll be missing a pivotal piece to the puzzle of being a full-service beverage professional.

If you want the opportunity to curate your bar’s cocktail menu or even update the wine list with the newest, fun “Natty Wines” that you know your customer base would love, you need to have a broad spectrum of knowledge.

Extensive wine knowledge also expands opportunities for you to upsell. A few more glasses or bottles of wine added to those checks each shift are guaranteed revenue drivers. In addition, many restaurants operate under the “pooled house” model, so if your service team learns a thing or two about the wine list, everyone can increase their earnings. By increasing revenue for your establishment and gratuities for yourself, you show the value you add to your restaurant or bar, and that can only increase your personal chances for growth.

The reality is, if you’re working in a busy bar, you are ALWAYS pressed for time, and pouring a glass of wine takes seconds. If you can recommend a glass of wine to customers as confidently as you would recommend a cocktail, you’ve done your job, and you’ve done it well.

HOW CAN YOU UP YOUR WINE GAME AS MUCH AS YOUR SPIRITS AND COCKTAIL GAME? HERE ARE SOME EASY-TO-FOLLOW STEPS:

First, use this guide! Please read it, save it, bookmark it. It’s the best resource for bartenders to get to know wine.

Second, be proactive! If there’s someone at your establishment who has grapes dialed in, become their best friend. Ask your manager to include you in tastings or other discussions about wine offerings. Knowledge is power. The more confidence you have in what you know, the more you can sell, and the more successful everyone involved will be.

Third, find efficient ways to utilize your distributor and wine suppliers. Nearly every restaurant or bar has a representative, and they can help you gain the knowledge you need to be a more wellrounded beverage professional. Ask to participate and be included in any tastings of new potential items the suppliers or distributor may be offering. You are their ally, and you both win with the more you know! Even if you’re not the person responsible for purchasing wine and spirits, maybe one day you could be. The fact remains, bartenders and servers are selling the wines, not the buyers.