Tips for Selling Wine Like an Expert

By Eric Hemer, Master Sommelier, Master of Wine and Senior Vice President, Wine Education, Southern Glazer’s Wine & Spirits

YOU DON’T HAVE TO BE A SOMMELIER TO SELL LIKE ONE. HERE ARE SOME OF OUR MOST EFFECTIVE TIPS TO HELP YOU SELL MORE WINE.

1. May I offer you a glass or a bottle of wine today?

Instead of starting with, “what would you like to drink?” offering wine makes it more likely that your customer will say yes. Have your wines by the glass memorized and have wine lists at the bar ready to present upon request.

2. Suggest a glass of something bubbly.

While the customer is deciding on a cocktail or food order, this works well and generates additional revenue!

3. Sell wine to your first customers.

As guests enter your bar and see others drinking wine, they will be more likely to order it too.

4. Try pitching top-quality fino or manzanilla (dry-styled) sherry.

This category is trending and will make your guests feel like innovators. Make sure you explain the flavor profile as it may be a new experience for some. Dry sherry is great with salty or savory foods, which is a great opportunity to sell some appetizers. Think tapas: olives, salted almonds, cheeses.

5. Always keep a server’s corkscrew in your pocket or within reach.

You don’t want to search all over for one after a customer places an order for a bottle of wine. The sooner you deliver, the happier the customer will be.

6. Use seasonality to promote wine.

On hot days, suggest a crisp, refreshing rosé. On stormy or cold days, pitch a warming, full-bodied red.

7. Recognize special occasions.

Celebrations are sales opportunities! If it’s a special occasion like an anniversary, birthday, or even work promotion, recommend top-quality sparkling wine or Champagne and be enthusiastic. It’s nearly a guaranteed sale.