The myth of "more wines = more sales"
Many restaurants believe that to sell more wine they need to expand the list. More references, more regions, more price ranges. But reality is different: most restaurants could sell 20-30% more with exactly the same wines they already have.
Average wine spend doesn't depend on the size of the list. It depends on three factors:
- How wines are positioned on the list (order, descriptions, grouping)
- How prices are set (price structure, not just markups)
- How the team recommends (sales techniques, not pressure)
In short: average wine spend increases when the customer understands, trusts, and lets themselves be guided. Not when they face more options.
Strategy 1: Reposition what you already have
Highlight what you want to sell
The first wine in each section sells 2-3x more than the last. If you want to push a wine, put it first. If it has good margin, even better.
Use descriptions that sell
A wine with the description "Fruity Garnacha with spicy notes" sells more than one that just says "Garnacha, Somontano 2022". The description doesn't need to be long — it needs to be appetizing.
Group by style, not just by region
If the customer doesn't know whether they prefer a Ribera or a Priorat, grouping by region doesn't help. Try grouping like "Fresh and easy", "Full-bodied and elegant", "Bold and structured". It reduces friction.
Strategy 2: Redesign price architecture
The anchor effect
If your most expensive wine is 45€, a wine at 22€ seems "reasonable". If your most expensive wine is 80€, a wine at 35€ seems like a bargain.
The customer comfort zone
Most customers choose the second or third cheapest wine in a section. If your price structure has a gap between 18€ and 35€, you're losing sales in the highest-volume bracket.
Tiered pricing
- Entry (15-22€): 2-3 references. High margin (×3.5-4), high volume
- Mid-range (22-35€): 3-5 references. Where most revenue is generated
- Premium (35-55€): 2-3 references. Anchor the price and generate high absolute margin
- High-end (55€+): 1-2 references. Positioning and experience
Strategy 3: Improve team recommendations
The glass as natural upsell
The team can offer a glass of sparkling on arrival ("Would you like a welcome glass?") before the customer looks at the list. High conversion, low barrier.
The contextual upgrade
"You've chosen the Verdejo, excellent choice. If you'd like something a bit more complex that pairs beautifully with the fish, we have this Godello for just 4€ more." This isn't pressure — it's guidance.
The second bottle
If the table ordered a bottle and it's running low with the main course still to come, a simple "Shall I bring another bottle, or would you like to try something different?" works 40% of the time.
How to measure if it's working
| Metric | What to look at |
|---|---|
| Average wine spend per table | Should increase 15-25% in 2-3 months |
| By-the-glass vs. bottle ratio | Should balance toward more glasses |
| % of tables ordering wine | Should increase with active recommendation |
| Average bottle price sold | Should shift toward mid-range |
Conclusion
You don't need a bigger list. You need a smarter list. One that positions the right wines, prices them strategically, and is backed by a team that recommends with purpose.
The result: more revenue per table, better margins, and a customer experience that feels curated — not overwhelming.
With Winerim, you can analyze which wines drive your average spend, identify pricing gaps, and give your team data-backed recommendations. Request a demo.