| There is no doubt that one of the most effective | | | | Wine bottles should be displayed in plain view and |
| ways to boost overall profits of a restaurant is to | | | | be recognizable to the patrons even though he or |
| increase wine sales. Actually, any kind of | | | | she may not be a wine connoisseur. Music and |
| beverage sales will increase the bottom line, but | | | | lighting should create a relaxed atmosphere and |
| the focus of this article will be on wine. | | | | the environment should be cozy. |
| Since the majority of patrons are not wine | | | | 3) Educate Staff |
| experts, a huge opportunity exists for restaurants | | | | Learn the basics. What does wine mean? What is |
| to educate their consumers. Patrons consistently | | | | the difference between a good bottle of wine and |
| rely on wait staff to assist them with their wine | | | | a bad bottle? How is wine ranked? |
| selection. | | | | Learn wine aromas and descriptors, but don't |
| So, it just makes sense that by providing patrons | | | | forget to keep it simple. Use words that the |
| with the knowledge to order wine, restaurant | | | | average patron and staff members will |
| sales will increase. | | | | understand and remember. Stay away from |
| How to Increase Wine Sales | | | | stuffy descriptions and provide just enough |
| Selling wine can be a complex and dueling task, | | | | information. In other words, there is no need to |
| but it doesn't have to be. Just ask the staff at | | | | offer too many details. |
| Olive Garden. They have learned how to take | | | | 4) Offer Wine Tasting |
| advantage of the mantra: KISS (Keep It Simple, | | | | As a consumer, I always enjoy getting something |
| Stupid). | | | | for nothing. What better way to begin an evening |
| This acronym has been around for a while now | | | | then by being offered a sample of one or two |
| and it's absolutely true. Novice customers rely on | | | | types of wine? What does the consumer have to |
| restaurants to recommend wine selections to | | | | lose? If they don't like the wine sample, that's |
| them, so why not fill that need? | | | | perfectly okay. If they do like it, then they will |
| Here are my six steps to increase wine sales: | | | | ask for a glass or better yet - for a bottle. |
| 1) Evaluate Wine Selection | | | | 5) Educate Patrons |
| Select wines by the style of your patrons and the | | | | I can't preach this one enough. Many consumers |
| food served. Try not to rely completely on the | | | | don't buy wine because they feel unable to make |
| recommendations of the wine distributor's sales | | | | an educated wine selection. Recommend wine |
| representative, as he or she is trying to get you | | | | selections complimenting menu choices. This will |
| to buy the wines they distribute. Don't focus too | | | | transform your patron's meal into an experience, |
| much on price, but do make sure that a bottle of | | | | and at the same time make the patron confident |
| wine costs no more than the customer's meal. | | | | enough to order a favorable wine choice. |
| 2) Create Ambiance | | | | 6) Offer a Bottle vs. |