Maximising profit through a quality wine by the glass offering.

by | Aug 4, 2017

Offering wine by the glass is essential in today’s hospitality industry. It caters to moderation and it also allows customers to enjoy more than one style of wine with their meal.  It is also the ideal solution for a group with diverse tastes and, when done well it will drive better sales and encourage repeat custom.

A wine-by-the-glass list introduces customers to new experiences in an affordable way, and can be one of the best drivers of bottle sales. Providing a more viversified approach to the wine list means that there are more opportunitis to appeal to different people, or the same people in different ways. Without hat choice, the potential sale of two to three glasses can just result in a one-glass sale.

Adding higher quality wines to the wine list doesn’t mean that a venue needs to sacrifice its staple entry-level pourers – the ones that the customers love to drink and don’t think about too much, and also help to make a bit of extra margin – but rather supplement them with some more interesting options, providing a broader selection of wines from different varieties, regions or vintages.

Opening bottles as specials to suit the evening, or even upon the request of customers, is a simple way to add interest. It gives the staff the flexibility to match new dishes or daily specials with the right wine.

Additionally, having an organic approach to changing listings, while still retaining customer favourites and margin winners, is a simple way to appeal to regular customers. A couple of extra listings and regular changes can be all that is required to engage the interest of customers. Customers like to go back to the things that they love, but they also like to try new things.

Many wine lists feature Champagne for $20 (and a lot more) per glass, but hesitate to charge this for a glass of serious white or red wine. And this can be an opportunity lost.

Having high-quality, iconic wines by the glass, gives customers the chance to choose to buy something that they otherwise wouldn’t. It also gives customers comparable options when their bottle is finished and they just want another glass – following an excellent bottle of wine with an ordinary glass is not a good end to the evening.

Catering for the more inquisitive drinker, and the ones that are used to drinking in a certain window, is a simple way to maximise existing sales; it is also a great way to encourage repeat custom from these interested, wine-engaged consumers. 

The reality is that there are many drinkers who will not flinch at paying $20, $30 or even more for the right glass of wine, if they know it will be served in perfect condition. And this is where you simply must get it right. 

Until recently, wines served by the glass were simply opened and left on the bar or in the fridge, no gas protection and no temperature differentiation. Today, there are options available to control both the oxidative impact on wine as well as the temperature windows that best express a given variety or style.

Using the right preservation equipment will ensure that the wines offered are in peak condition and served at the ideal temperature, giving customers the best experience possible. It also provides the venue with the golden opportunity to offer a broader range of wines and to sell more exclusive and interesting products which increases revenue and encourages repeat visits.

EuroCave has a range of wine service and preservation equipment which is designed specifically for hotels, restaurants, bars and cafes. Our equipment protects open wine from oxidation and keeps wine at ideal drinking temperature so that it is ready to pour in perfect condition

If you are considering a wine by the glass offering for you venue, please call our team on 021 656 198.