If you own or run a bar or restaurant, you might be asking yourself: Is there really any benefit in upgrading my wines by the glass? Maybe you think, Nobody complains about my wines, so why change? But let’s flip that question—are your customers raving about your wines? Are they telling their friends, recommending your venue, or eagerly coming back for a second glass?
The Power of a Great Glass of Wine
Imagine this: A guest orders a glass of wine and takes their first sip. Their face lights up. That’s different! they think. That reminds me of something I had in a high-end restaurant, yet it’s the same price as the house wine elsewhere. When they order a second glass, the staff engages them in a conversation—Did you enjoy that? We change our special wines every couple of months! Here’s another one I love…
Now, that customer isn’t just enjoying a drink. They’re having an experience. They leave, tell their friends, and the next time they’re deciding where to go for a drink, your place is at the top of their list.
Wouldn’t it be amazing if your bar or restaurant was the one people talked about like this? It’s not a pipe dream—it’s a reality you can create with thoughtful planning and the right investment.
Why Better Wines by the Glass Matter
The majority of wine in hospitality is sold by the glass. While some guests buy bottles, most make their choice based on what’s available by the glass. And even when they do buy a bottle, they often choose one they’ve already tasted by the glass. That’s why upgrading your by-the-glass selection is one of the smartest moves you can make.
Make an Impression
For guests to notice a difference, you need to offer wines that stand out. While there are great entry-level wines, spending just a little more on your selection makes a big impact on quality.
Consider this:
A £6.50 bottle of wine might have just 50p worth of actual wine value.
A £7.50 bottle? The wine value jumps to £1.50—three times more wine for just £1 extra!
That extra value allows winemakers to use better fruit and refined techniques, resulting in wines with more body, character, and finesse. These are the wines that make guests stop, appreciate, and order another glass.
Sensible Pricing for Maximum Profit
What is ‘good value’? It’s not just about price—it’s about quality in relation to cost. The good news is that when you sell wine by the glass, the revenue comes in before you even pay for the stock.
For example, if your required cash margin per bottle is £13 and you buy a bottle for £7.50, you can price it like this:
(£13 + £7.50) + 20% VAT = £24.60 (rounded to £24.50 or £24.95)
For a 175ml glass: £24.50 ÷ 4.28 = £5.73 (rounded to £5.95)
This approach ensures you’re offering excellent wines at fair prices while maintaining profitability. Plus, you’ll generate enough margin to allow for occasional staff tastings and training.
Invest in Staff Knowledge and Training
A well-curated wine list is only part of the equation—your staff needs to be engaged, knowledgeable, and confident in selling it. Customers trust recommendations from enthusiastic servers who know their wines.
This is where training comes in. EWGA can help with:
Wine selection tailored to your menu and clientele
Stories and selling points to engage customers
Upselling techniques that feel natural, not pushy
Access to EWGA’s Wine Academy, an online learning platform with videos, quizzes, and detailed wine knowledge from basics to expert level
When staff members understand and appreciate what they’re selling, their enthusiasm becomes contagious. A well-informed, confident team can transform your wine sales.
A Winning Formula
The most successful venues have three things in common:
The right products – A selection of high-quality, well-priced wines
The right people – Knowledgeable, engaging staff
The right margins – Smart pricing that ensures profitability
When these elements come together, your venue won’t just sell more wine—you’ll create a loyal customer base that keeps coming back.
The Bottom Line
Hospitality is an incredibly rewarding industry when you create a buzzing, welcoming, and engaging environment. Investing in better wines by the glass, pricing them sensibly, and training your staff to engage with guests will pay off significantly.
A busy venue with happy customers and enthusiastic staff? That’s not a dream—it’s an achievable reality. So, why wait? Take the next step and let’s make your wine list a reason for customers to return again and again.
And remember, a smile goes a long way! 😊
