The wine list is a very important part of communication between the restaurant and the guest, so its quality is mostly placed head to head with the restaurant’s menu. Although most restaurant owners engage into the selection of wines themselves, I believe that it is never a bad idea to listen to the advice of those who are professionally occupied with wines.
Head to a restaurant and ask the owner what’s the most important thing for a good wine list. Most will tell you that it’s definitely a wider selection of prestigious and expensive wines. Consumers think differently. With the exception of a few wine lovers, the most important thing is that the wine list is readable, understandable, and well designed. There is truth in both statements, but the goal is to take a little from both worlds.
When I consider the essential purpose of a wine list, a few general principles come to mind. First, it should be presented as a precise catalogue of available wines and an effective tool to improve sales and service. Look at it as free marketing of the wine program. The design and organization tell a lot about a restaurant. If the wine list is dry and plain, it is likely that the restaurant will be the same. On the other hand, if it is creative with inventive descriptions that are dedicated to pairing wine and food, it will set priorities in a totally different way. Wines should not be listed by prices, because guests will feel inferior, as if they will be judged by how much money they spend. Descriptions should be the same length for each wine. If the staff devotes itself only to premium labels, neglecting, for example, medium-quality wines, they give the impression of being condescending or arrogant. The difference between a good wine list and excellent wine list is in focus. It is necessary to take into account the food being served. Wines on the list may be good, but if they do not go with the food, the point is missed. Continue reading “How to Create a Successful Wine List”