BEVERAGE ISSUE
B
Seven Tips for Designing a Successful Wine List An Article From Alfred Technologies
C
reating an optimized wine list for your establishment is a job that requires a good knowledge as a sommelier, but also of the identity in place. However, even if you are a professional, it is important to be aware of certain mistakes that can be made in the design of a wine list, often inadvertently.
1. Select the right products to put on the wine list
It will never be possible to please all the customers who visit your establishment, but it is always possible to create a unique experience for them. The selection of products on a wine list should be based on the identity of your restaurant: the percentage of wines per category may be different if you are a grill restaurant or a seafood restaurant. A ratio of red wines, white wines, sparkling wines, dessert wines and rosé wines should be well thought out to reflect both the identity of the establishment — which favors food and wine pairings — as well as overall customer satisfaction. Using Alfred Technologies, you can easily see your products ratio via Alfred’s reports.
2. Taking advantage of trends in the wine world
The issue of trends is not to be overlooked, but do not get carried away by the hype either. The danger of trends lies in the desire to please and to make a lot of money in a short period of time, which can damage the reputation of your establishment if done incorrectly. If you are not known for trendy and temporary wine lists, there is no point in jumping on the trendy bandwagon. A few available choices on the wine list will be enough to satisfy the curiosity of your customers and create excitement around these trends. Also, consider seasonal wines that may fit into this “trend” mindset. For example, rosé wines are generally more in vogue in the 36
SUMMER 2022
summer, while full-bodied wines, such as a cabernet sauvignon, are less so.
3. Write the accurate information for each wine
An essential aspect of the wine list is the description of each wine available. No matter how the list is presented, the information must be present and clearly readable to guide customers in their choices. When you have chosen which details to include in your wine list, apply those for every wine on your list. A rule that cannot be ignored: consistency. It will give positive points to your list’s aesthetics and professionalism.
4. Avoid mistakes on the wine list
Reviewing the wine list may seem like a no-brainer but spelling mistakes can still be found. Often left unintentionally, and seemingly harmless, these small typos can leave a stain on your image. It is very important to review the spelling of the different wines on your list as well as the details. No one wants to order a misspelled bottle of Chataeuneuf-du-Pape (Châteauneuf-du-Pape) or a wine from the Reinheissen region (Rheinhessen), not to mention the embarrassment of the waitstaff if a typo is mentioned by a customer. You could avoid product spelling mistakes by using Alfred’s digital wine list or printed wine list. Connected to the beverage inventory, it would ensure not only the right spelling, but also a real-time update of the quantity of each product on your wine list.
5. Offer various price ranges
Wines have many price ranges and focusing on only one of them is a mistake that can
hurt both your earnings and your customer experience. You do not want a customer to feel uncomfortable ordering from your restaurant; after all, you do not know their spending habits. While there is a desire to make more profit on wine sales, offering only expensive choices can turn away potential customers. It is better to focus on customer retention rather than one-time profits. You could manage and optimize your pricing strategies to increase your profit by using Alfred Technologies.
6. Avoid displaying products in price order
It is not recommended to classify your wine list according to price. If the cheapest wines are at the beginning of the list or always at the top of the pages, the customer will understand this and will not have the curiosity to go further to find a wine that really suits them. The method of classification by price considerably reduces up-selling: less dialogue is possible for advice and recommendations on wine pairings, among other elements. You can easily create your own display with Alfred by using the automated filter per grape variety, region, color, etc.
7. Make a personalized wine list
A wine list must put its star forward: the wine. The minimalist design in layout is often a winner, especially because of universal and timeless readability, which equates to less time to spend updating the wine list. The wine list is a good way to distinguish yourself and promote your reputation. Stay tuned for more pro tips in Alfred’s blog! FLORIDA RESTAUR ANT & LOD GING A S SO CIATION
