Wine Profitable selection
Back to basics:
Selecting the wine list Wine guru Neil Fortes reveals a simple yet attractive wine list that generates profit
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urning water into wine may indeed be impossible. Not so turning wine into profits. Yet many bar owners and restaurateurs just don’t know how to accomplish this. Let’s be clear. The sale of wine can represent an extra 15 to 20 per cent on top of the food charge. What is evident is the confusion establishment owners face when confronted by the dizzying array of wine that’s available. Contrary to popular opinion though, you don’t have to be an expert to know which wines will deliver the profits to your restaurant, bar or pub. A simple first step to selecting a moneymaking wine list is to ask your wait staff. Many love and drink wine and have opinions of their own on wine they like, and what to serve with the food. Always involve them in your wine choices as they have to sell the wines. In my experience, restaurateurs choose wines for their wine list and don’t consult the very people who are the imparters of food and wine to your customers. Guru’s choice Here is a basic format of wines which I believe will satisfy all of your patrons. It should consist of three whites, namely Pinot Grigio from Italy, Sauvignon Blanc from South Africa and Chardonnay from California. Add to this, three reds, namely Shiraz from Australia, Merlot from Chile and Valpollicella from Italy. These six wines can be served either by the bottle or by the glass. If you so 52 52
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desire, another specialized wine list can be developed for the more discerning customer for sale by the bottle. Many restaurants have far too many wines on their wine list, in an attempt to satisfy every possible customer. In most cases these lists can be trimmed. There are many possibilities in specialized wine lists where bargains can be found, such as wines from countries like Portugal, South Africa, Argentina and Chile. Wine lists tie up a lot of money so be careful how deep your list goes. Another very successful method of promoting wines is on a feature list which may be on a prominently-displayed blackboard. This is an excellent method of showing additional wines while keeping your main list short and simple. Profit by the glass The best kept secret where extra revenue is earned on a wine list is in the category
of wine by the glass, and my basic sixwine wine list will do this very nicely. A profit on a bottle of wine is multiplied into many glasses of wine. Numerous patrons only want one or two glasses of wine with their meal, so they’re discouraged from buying a full bottle which they cannot finish or take home with them. Some restaurant owners are afraid of wine by the glass because of the wastage at the end of each day. If there is wine left over in the bottle it will oxidise if left overnight. Yet, unbeknown to many in the industry, there are ways to minimize this wastage. Preservation systems exist, although these cost thousands of dollars and can only be afforded by top restaurants. There are other ways to keep open wine fresh. One is Private Preserve – an inert environmentally friendly gas mixture of nitrogen, argon and carbon dioxide, which comes in a can and
Wine Profitable selection
minimizes spoilage. The gas combination is heavier than air and when sprayed into the unfinished bottle, leaves a blanket of gas on top of the wine. This method has been used since the Roman times when oil was used on the wine to curb oxidation. Winemakers use nitrogen to preserve fermenting wines to prevent them from oxidation. At $15.75 per can (Ontario LCBO #751974) this product can be used 100 times, minimizing spoilage costs and establishing confidence in your wine by the glass program. Note the pump/vacuum system does not work. No matter how hard you pump, oxygen is always left in the bottle and the bitterness will still be present after an overnight layover.
Dark horses Another strategy is to sell wines that aren’t as well known. Why? It’s an illusion that it’s safer to buy well known brand wines. Consumers know the pricing of these products all too well, and they will be very critical of a restaurateur who ‘charges too much’ for the wine in relation to the retail price. Another best kept secret is obtaining wines that are not available on retail shelves. In Ontario, this is called the consignment program. Wines are only available by the case and are marketed through agents who choose wines based on certain criteria such as price, country and on personal choice. Find yourself an agent/distributor
who can service your restaurant. The beauty of this system is that you are able to offer wines that are not known but are generally of good quality. It may be possible to offer these wines at a higher margin than those wines that are generally listed on the shelves. Lesser known brands are available in all provinces through private liquor stores and directly through agents/distributors. Neil Fortes is an industrial psychologist and certified mediator by profession, but a wine guru at heart. He has a 25-year history in the wine business, consulting for many wine companies and marketing wines across Canada and the U.S. Visit wineguru.ca for more information
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