CREATING A WOW WINE LIST

CREATING A WOW WINE LIST

A truly memorable dining experience can be enhanced by knowing which beverage options to include on your wine list

“LIKING A WINE IS NOT NECESSARILY A REASON TO LIST IT - EVERY WINE ON AN EFFECTIVE LIST MUST BE RELEVANT TO THE ESTABLISHMENT”

One of my favourite roles is creating wine lists. While these suggestions are designed for commercial establishments, many of these ideas can be applied to anyone wanting to create a good wine selection.

Wine lists have four critical roles to play:

→ A tool for a licenced establishment to offer information on what is available.

→ A link to that restaurant’s food programme. The wine list should contain options that pair well with dishes, particularly in the ‘by the glass’ selection.

→ A marketing tool. From content to presentation, a wine list should showcase the seriousness with which the proprietors regard the beverage programme.

→ An essential player in the restaurant’s income. The wine list, along with cocktails, beers and non-alcoholic beverages, can often generate 60% or more of cashflow.

Whether you are creating a wine list or inheriting one, content, layout and pricing are critical. Here are some ideas outlining how to build a successful wine and beverage programme:

Food Your wine list should take into account the philosophy, sourcing of ingredients and vision of the food programme. Listening to key stakeholders, and food producers and their vision helps you understand influences, flavour, texture combinations, atmosphere and why certain dishes are created.

Location and cost Consider the location of the business, target audience, and what competition

they have, to help determine pricing structure. Restaurant charges for a bottle or glass of wine is based on several factors such as fixed costs, customer expectations, competition and what will generate an appropriate level of revenue.

The readability Customers should be able to navigate the wine list without having to borrow spectacles, use the torch on their phone or ask their server to point out the location of a style or variety. It’s a nobrainer that easy-to-read menus speed up navigation and selection. Consistency of presentation is very important. Check spelling, make sure vintages are current, and descriptions are simple, and that the wines are available. ‘Dry style with citrus flavours’ is easier to understand than ‘desert dry with a pH of 3.1, lemon pith and peach stone flavours’.

The staff Finding talented, experienced staff is difficult in a growing and highly competitive market. There are, however, proven sales advantages to hiring a good Sommelier. Having a sommelier means having an in-house culture of tasting wine and food together, discussing which food and wine combinations work best, then tracking sales and watching profits increase.

The knowledge Taste, taste, taste! Every successful wine list is based on tasting before a product is purchased, visualising where and when it will work on a menu, and who is likely to notice and buy. Listing wines based on wine reviews, points scored or the enthusiasm of wine reps will never be as good as your own palate and vision for the business, food and beverage programme and understanding of your customers.