How to train floor staff to sell wine without being a sommelier
Your team doesn't need to be wine experts. They need to know enough to recommend with confidence, answer guest questions and turn every table into a sales opportunity.
Contents
- 1.Why wine training directly impacts sales
- 2.What your team needs to know (and what not)
- 3.The 5 recommendation techniques that work
- 4.How to create wine cards that stick
- 5.2-week training plan
- 6.Maintaining training with high staff turnover
1. Why wine training directly impacts sales
60-70% of wine decisions are influenced by staff recommendations
You don't need sommeliers — you need waiters who know 3-5 go-to wines
Training isn't a one-off event — it's an ongoing process
ROI is immediate: the first service after a session already generates more recommendations
2. What your team needs to know (and what not)
YES: Know 3-5 go-to wines and describe them in 2 sentences
YES: Know which dishes each wine pairs with
YES: Have prepared phrases to offer wine naturally
YES: Know how to handle common objections
NO: Know the difference between appellations or world wine regions
NO: Explain vinification techniques or complex aroma profiles
Golden rule: if they can't explain a wine in 10 seconds, they need a simpler card
3. The 5 recommendation techniques that work
Technique 1 — Glass as a gateway: 'While you look at the menu, fancy a glass of our Sauvignon Blanc?'
Technique 2 — Direct pairing: 'With the ribeye, I'd recommend our oak-aged red — they go perfectly together'
Technique 3 — Chef's recommendation: 'The chef tried this with our Malbec and says it's the perfect match'
Technique 4 — Open question: 'Do you prefer something lighter or something with more body?'
Technique 5 — Subtle upgrade: 'If you enjoyed the glass, the bottle is excellent value for the table'
Is your wine list performing as it should?
We'll analyse your list and show you concrete improvement opportunities in margin, rotation and average ticket.
4. How to create wine cards that stick
Wine name as it appears on the list
In 3 words: 'fresh, fruity, easy'
Perfect with: 2-3 specific dishes from the menu
The sales phrase: 'It's our most refreshing white, ideal to start'
Price: glass and bottle, clearly visible
Format: pocket card, max 6-8 active cards
5. 2-week training plan
Session 1 — The 5 go-to wines: taste, describe in 3 words, practise the sales phrase
Session 2 — Practical pairing: 3 wine+dish combinations
Session 3 — Recommendation techniques: role-play with real scenarios
Session 4 — Service simulation: recommend wine at least once per table
After: 10-min refresh sessions whenever the list changes
Measurement: compare wine sales before and after
6. Maintaining training with high staff turnover
Self-service training materials in the back office
45-minute onboarding session for new starters
Buddy system for the first 2 weeks
5-minute pre-service briefings
Winerim generates updated cards automatically
Don't rely on memory: staff should be able to check cards any time
Related tools
Frequently asked questions
Next step
Equip your team with Winerim
Winerim generates wine cards, pairing guides and automatic recommendations for your floor team.
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