A recent study of wine drinkers by Russell Research points out some interesting opportunities for restaurants to stimulate wine sales and gain loyal customers. Of those surveyed, 66% wish that more restaurants provide guidance in choosing a wine to go with their meal; 50% would drink more often if restaurants provided recommendations; and 44% said they often feel intimidated by wine lists. 

Therefore a manageable wine list with reasonable prices reduces intimidation, as does interacting with guests to assist them with choices.

The following guidelines can help you increase your wine sales:

• Most customers are afraid to ask questions - so you and your servers should ask the questions. Ask about the types of wines - and even specific wines - that customers like and then lead them to something similar so they can expand their repertoire.

• Do not limit your wine list to the basic information such as year, name of wine and price. Describe the taste, color and texture of the wine and pair it with some of your signature dishes.

• Train your staff to recommend wines they know and can describe easily and in their own words. After all they are talking to the guest and should not just repeat what is written on your wine list.

• Don't have too many or too little wines on your wine list. But ensure that the information on your wine list is correct and a sufficient amount of properly stored wines is available.

• Provide a nice selections of wines by the glass so your servers can offer it to a undecided guest before the guest goes ahead and orders a full bottle.

• Meet with your chefs and create intriguing pairings for appetizers main courses and your desserts. Sample these pairings with your staff.

A well thought out wine list can not only boost your bottom line, it can also create repeat business.

Learn more about the most popular wine varieties and appellations from our wine resource guide.

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Pairing the right wine with your dishes can be challenging. But the choice can complete the guests experience and compliment your food creation.

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Many servers do not sell wine because they are not experienced in opening wine bottles. Some dry training can help them overcome the fear of "missing a step" at the table.

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