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How to Increase Wine Sales |
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Saturday, 23 December 2006 |
How to Increase Wine Sales
Selling wine can be a complex and dueling task, but it doesnt have to be. Just ask the staff at Olive Garden. They have learned how to take advantage of the mantra: KISS (Keep It Simple, Stupid).
This acronym has been around for a while now and its absolutely true. Novice customers rely on restaurants to recommend wine selections to them, so why not fill that need?
Here are my six steps to increase wine sales:
1) Evaluate Wine Selection
Select wines by the style of your patrons and the food served. Try not to rely completely on the recommendations of the wine distributors sales representative, as he or she is trying to get you to buy the wines they distribute. Dont focus too much on price, but do make sure that a bottle of wine costs no more than the customers meal.
2) Create Ambiance
Wine bottles should be displayed in plain view and be recognizable to the patrons even though he or she may not be a wine connoisseur. Music and lighting should create a relaxed atmosphere and the environment should be cozy.
3) Educate Staff
Learn the basics. What does wine mean? What is the difference between a good bottle of wine and a bad bottle? How is wine ranked?
Learn wine aromas and descriptors, but dont forget to keep it simple. Use words that the average patron and staff members will understand and remember. Stay away from stuffy descriptions and provide just enough information. In other words, there is no need to offer too many details.
4) Offer Wine Tasting
As a consumer, I always enjoy getting something for nothing. What better way to begin an evening then by being offered a sample of one or two types of wine? What does the consumer have to lose? If they dont like the wine sample, thats perfectly okay. If they do like it, then they will ask for a glass or better yet - for a bottle.
5) Educate Patrons
I cant preach this one enough. Many consumers dont buy wine because they feel unable to make an educated wine selection. Recommend wine selections complimenting menu choices. This will transform your patrons meal into an experience, and at the same time make the patron confident enough to order a favorable wine choice.
6) Offer a Bottle vs. a Glass
Some states have passed wine to go laws allowing patrons to take home an unfinished bottle of wine. These laws have also been referred to as Merlot to Go, Cork n Carry, Pinot to Go, or Wine Doggie Bag Bills. Most patrons are not aware of this law. Take this opportunity to inform them, and watch your wine bottle sales skyrocket! To learn more about your state wine to go law, visit www.togobrand.com.
About AuthorChristine Smith specializes in helping restaurants limit
liability exposure and maximize marketing efforts.
For more specific information visit http://www.togobrand.com.
Source: ArticleTrader.com
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