Creating an appealing wine list requires knowledge and imagination. Too often wine lists are unimaginative dull lists of over priced wines. Yet if we in the wine industry are going to encourage consumers to ask for wine then issues have to be addressed.
- A good wine restaurant wine list should reflect the food and atmosphere of the environment.
- It should be versatile to reflect the changing seasons and flavours of the dishes.
- It should be different so that it stands out and enhances the reputation of the establishment.
- It should be tempting, informative, reassuring and at the same time adventurous.
- The staff should know the wines and confidently be able to share recommendations.
- A modern wine list should have a varied selections of wines available by the glass.
Let us look at this requirements one by one.
The wines should reflect the atmosphere and environment. For example if the establishment is relaxed and informal with a menu of simple, tasty international dishes (pizza, pasta, burgers, salads), the list should partner these dishes, wines from different grape varieties, regiones, styles that can partner the dishes.
Versatility is key to a good wine list. Printing a list at the beginning of the year and only changing it to increase prices is a poor reflection on the restaurant. Flexibility is the new norm, shorter lists that are right for the season, for example during the summer months more rosés and white wines as well as choosing reds that are suitable for serving very chilled. Autumnal wines to partner autumnal dishes, you get to picture.
Why does the wine menu just have to a list by region? Why not by style or recommendation to pair with a particular dish? This will make the list more original and stand out.
Create wine menus that customers want to take home with them because they are visually appealing, with short precise notes on each wine. More images can be highly effective in helping customers choose a wine. It should not be necessary to be a well informed wine geek to choose a wine that suits your palate.
Training staff about wine is key for a good wine list to be successful. Training involves regular tasting and understanding how different flavours work together. Lack of training is the greatest problem in restaurants. Better training leads to better quality service which will mean more sales. There are many passionate professionals in the sector and training is so important to maximise potential.
Wine by the glass. A good list should have a broad selection of wines by the glass, in terms of price, style and region. There needs to be a balance between the wine and food. This requires collaboration between the chef and the sommelier. Also having the equipment to serve and store wine to be served by the glass in prime condition.
There is a need for change in the hospitality sector to get more people drinking wine. It will take time but change must happen to bring more consumers into the world of wine.
