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Writing a wine list

Writing a wine list. Creating a beverage program. Based on concept and food of restaurant Concept controls wine list as much as it does the menu Wine list should be a compliment to the food and vice versa. Beverage program components. Wine by the bottle Wine by the glass

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Writing a wine list

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  1. Writing a wine list

  2. Creating a beverage program • Based on concept and food of restaurant • Concept controls wine list as much as it does the menu • Wine list should be a compliment to the food and vice versa

  3. Beverage program components • Wine by the bottle • Wine by the glass • Alternative formats • Other beverages • Beer, spirits, coffee, tea

  4. Wine by the bottle • Most obvious part of list • Dependent on concept • Alternative formats • Lots of large parties would have magnums on list • Lots of couples – may want half bottles on list

  5. By the glass • More than just cheap house white and red • Ability to offer unique wines not on bottle list • Offer wines that normally would not be affordable to many customers • Excellent approach for a dessert menu

  6. Flights • Wines by the glass served in groupings • Horizontal • Vertical • Themed • Can also do flights of two when doing food pairings

  7. Formatting a list • Regional • Varietal • Style • Price or other system

  8. Wine list • Bin numbers • Used as an organizational system in the cellar • Allow space for new additions • Also on menu, when it helps customers who can’t pronounce the label

  9. Picking wines • Partially based on concept and part on consumer • Breadth or depth • Breadth – lots of variety • Depth – lots of focus

  10. Pricing the list • Hot zone • Based on entrée price • 30-50% of entire list should be in the zone • Basically double to triple the average cost of an entrée • Kickers

  11. Markups • Straight markup • Added percentage • Flexible markup • Different percentage based on price • Cost plus • Set amount added to cost • Reserve list • Really good wines that may make list look expensive

  12. Pricing by the glass • Take sale price and divide by 5 • Other strategies • Slightly increase glass price to make bottle a better deal • Divide price by 4, then last glass is profit

  13. Menu matching • Need a tasting panel with chef and sommelier • Need to address several kinds of palates • Not looking for wines that match precisely, but a backbone of a style

  14. Detailed matching • For pairs listed on the menu • Wine dinners • Tasting wine and creating food or • Creating food and matching wine to it

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