How to Use Wine by the Glass to Sell More Bottles
Wine by the glass isn't just a basic option — it's a sales engine. Here's how a smart by-the-glass strategy can boost bottle sales and increase your average ticket.
Introduction
For many restaurants, wine by the glass is a compromise. Something offered because "you have to have it," with two or three poorly chosen references and a price that simply covers costs. But wine by the glass, well managed, is one of the most powerful sales tools a restaurant has. It not only generates margin on its own but can be the direct path to selling bottles. In this article, we explain how to turn your wine-by-the-glass offering into a sales engine. ---
Why Wine by the Glass Reduces Friction
The main enemy of wine sales in restaurants is friction: the diner's fear of making a mistake, spending too much, or ordering something they won't like. Wine by the glass eliminates that barrier: - It allows trying without commitment. A glass costs 5–7 €, not 30 €. The perceived risk is minimal. - It facilitates comparison. The diner can try a white with the starter and a red with the main course without committing to a full bottle. - It invites exploration. A customer who would never order a full bottle of Godello might try a glass — and discover they love it. How a glass leads to a bottle When a customer tries a glass and likes it, the next step is natural: "Shall we order a bottle?" This doesn't just happen — it can be encouraged: 1. Recommend the glass version of a wine available by the bottle. "If you like this Verdejo by the glass, the bottle is excellent and ideal for sharing." 2. Position the glass as a tasting. "Try this glass of our house Garnacha. If you enjoy it, the full bottle pairs perfectly with your main course." 3. Train the team to suggest the upgrade. The waiter shouldn't just bring the glass — they should mention the bottle option naturally. > Key data: in restaurants that actively manage their by-the-glass program, between 15% and 25% of glasses convert to bottles during the same service. ---
The Strategic Role of Wine by the Glass
Low entry barrier A glass is the easiest product to sell on the wine list. Any customer, regardless of their wine knowledge, can order a glass without fear. This makes it the ideal entry point for customers who don't usually drink wine in restaurants. Discovery gateway The glass allows the customer to discover wines they would never have ordered by the bottle. A single positive experience with a glass can change a customer's future ordering habits. Repeat visit tool A customer who tries a wine by the glass and enjoys it becomes more receptive to exploring the bottle list on future visits. It's no longer a leap into the unknown. The social effect At a table of four, it only takes one person to try a glass and say "this is really good" for the others to want to try it. From an individual glass, you move to a bottle for the table in a matter of minutes. ---
Which Wines Work Best by the Glass
Not just any wine works by the glass. The best candidates are: Versatile Wines that work with several dishes on your menu, not just one. A fresh white that accompanies everything from salads to fish. A medium red that goes with pasta, light meats, and rice dishes. Gastronomic Wines designed to accompany food, not to drink alone. Good acidity, not too alcoholic, with personality but without overpowering the dish. Easy to understand Wine by the glass isn't the place for your most complex reference. Look for wines the diner can appreciate without needing a 5-minute explanation. Clear, expressive, direct. With margin potential The glass must provide good margin. Calculate: cost per bottle ÷ number of pours (usually 5–6). The price per glass should allow a margin of at least ×3.5. Connected to the gastronomic context A glass of wine without gastronomic context is just a drink. Connected to a specific dish, it becomes an experience. "This Albariño by the glass with our oysters" sells itself. ---
How to Present Wine by the Glass on Your Menu
Give it visibility Wine by the glass shouldn't be hidden at the end of the menu. Put it at the beginning or in a prominent place. It's the first thing many diners look for. Connect with dishes Next to each glass, suggest one or two dishes it pairs well with. You don't need to be technical: "Ideal with our rice dishes" or "Perfect for starters" is enough. Rotate wisely Changing the glasses periodically keeps regular customers interested and lets you test what works. But inform the front-of-house team before each change. Train the team Your front-of-house team needs to know the wines by the glass, have tasted them, and be able to explain them in one sentence. The waiter's recommendation is the biggest driver of glass sales. ---
How Winerim Helps
Winerim lets you manage your wine-by-the-glass strategy with data: - Identify glass candidates among your current references based on profile, price, and versatility. - Connect glasses with dishes on your menu to generate automatic pairing suggestions. - Measure performance of each glass: rotation, margin, and effect on bottle sales. - Make the offering visible on digital menus, with descriptions and pairings the diner can explore. Wine by the glass stops being a residual option and becomes a strategic tool. ---
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