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