How many wines should a restaurant list have?

It depends on the type of restaurant. An average restaurant should have 40-80 references. Wine-focused venues can reach 150-200. The key is that each reference justifies its presence with sales data.

Is it better to organize by region or by style?

Organizing by sensory style (fresh, fruity, intense) is more effective for most restaurants. It facilitates guest choice and enables better recommendations. Regional organization works better in specialized venues.

What margin should wine have in a restaurant?

There's no single margin. Entry wines (cost €15 cost) at x2-x2.5. The key is optimizing total gross margin, not individual percentages.

How do I know if my wine list is performing well?

Measure three key indicators: percentage of tables ordering wine, average wine ticket per table, and reference rotation. If more than 30% of references don't sell in 90 days, your list needs optimization.

What are the advantages of a digital wine list?

A digital list enables smart filters, personalized recommendations, automatic pairings, real-time updates and consumption data analysis. All of this translates into more sales and a better experience.

Practical guide

How to Create a Wine List

Step-by-step guide to designing a profitable, well-structured wine list built to sell more at your restaurant.

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1.Define your restaurant's profile
2.Select the right references
3.Structure the list by sections
4.Set prices correctly
5.Design the visual presentation
6.Include wine by the glass
7.Update and optimize regularly

1. Define your restaurant's profile

Before choosing a single wine, you need to understand what kind of experience your restaurant offers.

The wine list must align with your cuisine, clientele and average ticket. A steakhouse doesn't need the same list as a Japanese restaurant. A wine bar has different needs than a hotel restaurant.

Analyze your food menu: what type of dishes predominate?

Identify your typical guest: are they looking to explore or want a safe choice?

Define your target price range: what average wine ticket are you aiming for?

Study your direct competitors: what do they offer and where can you differentiate?

2. Select the right references

The number of references is key.

Too many create choice paralysis and increase dead stock. Too few limit sales opportunities. The general rule: 40 to 80 references for an average restaurant, 100 to 200 for wine-focused venues.

Include a balance of whites, reds, rosés and sparkling wines

Don't forget accessible options: entry-level wine sells the most

Add 2-3 premium references to raise the average ticket

Include local or appellation wines that connect with your identity

Rotate references that haven't sold in 60-90 days

3. Structure the list by sections

A well-structured list guides the guest toward a purchase decision.

It's not about listing wines, but creating a logical journey. The most effective structures group by style (fresh, fruity, structured) or by consumption moment, not just by region or grape.

Group by sensory style: fresh, fruity, intense, elegant

Create clear categories with descriptive, non-technical titles

Place highest-margin wines in the most visible positions

Use the anchoring technique: place a premium wine next to your target-margin options

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4. Set prices correctly

Wine pricing is one of the factors that most impact restaurant profitability.

A common mistake is applying a fixed multiplier (x2, x3) without considering price elasticity. Entry wines should have a lower percentage margin but high sales volume. Premium wines can have a higher gross margin with lower turnover.

Don't use a fixed multiplier: adapt the margin by price range

Wines priced €15-25 on the list are the best sellers: optimize that range

The cheapest wine on the list sets the price perception: choose carefully

Review prices quarterly based on actual sales data

5. Design the visual presentation

How you present the list directly influences the guest's decision.

A clear, clean, well-designed list builds trust and makes choosing easier. Digital lists allow tasting notes, pairings and filters that a paper list can't offer.

Use legible fonts and a clean design without information overload

Include brief tasting notes to help guests choose

Add pairing suggestions next to each wine or section

Consider a digital list with smart filters and recommendations

6. Include wine by the glass

Wine by the glass is one of the most powerful tools for boosting wine sales.

It lowers the barrier to entry, encourages exploration and generates higher margins. The by-the-glass selection should rotate and align with the season and menu.

Offer 6 to 12 by-the-glass references as a starting point

Include at least one sparkling, one white, one rosé and two reds

Set the glass price at 30-40% of the bottle price

Rotate by-the-glass references every 2-4 weeks to create novelty

7. Update and optimize regularly

A wine list is not static.

It must evolve with sales data, seasonality and the food offer. Restaurants that review their list quarterly sell 15-25% more wine than those that keep it fixed all year.

Review sales by reference every month and remove wines that don't rotate

Adjust the list to the season: fresh whites in summer, bold reds in winter

Analyze which sections of the list generate the most conversions

Use tools like Winerim to get real performance data

Frequently asked questions

Next step

Design a wine list that sells

Winerim helps you create, optimize and manage your wine list with data, AI and tools built for restaurants.

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