Restaurant owners, our tips for selecting wines for your wine list

How to Choose the Wines for Your Restaurant

A well-curated wine list is a priceless asset for any restaurant. A high-quality, readable, and comprehensive wine list demonstrates sophisticated gastronomic knowledge and research. By showcasing a carefully selected range of wines, you signal to your customers that you prioritize flavor and the harmony of aromas. This is crucial for both the restaurant’s image and its financial performance. Though essential, creating an impressive wine list can be complex given the vast array of French wines. The good news is that you don't need to be a sommelier to craft a balanced and appealing wine list.

Why a Good Wine List is Essential

Firstly, a well-designed wine list can significantly boost your revenue. On average, wines account for twenty percent of a restaurant's sales. An elegantly presented wine list can increase this figure to thirty-five or even forty percent. This substantial revenue not only offers higher margins compared to food but also requires less service labor.

Secondly, a thoughtfully curated wine list reflects attention to gastronomic detail and attracts wine enthusiasts and food lovers seeking wine and food pairings. In the world of gastronomy, positive word-of-mouth can quickly grow your reputation.

Prioritize Balance

Creating a good wine list is about balance:

• Visual Balance: Ensure the menu is easy to read. Avoid excessive colors, use a clear font, and choose a readable text size, not too large or too small.

• Price Balance: Be cautious with pricing. Customers notice and discuss price discrepancies. Ideally, the table price of a bottle should be 1.5 to 3 times its cost, and your selection should align with your menu prices, within about twenty percent (e.g., if your average menu price is €40, have bottles priced between €30 and €50).

• Selection Balance: Ensure a good mix of appellations and flavor profiles. Start by showcasing local wines from your region. Then, balance between white and red wines, representing popular varietals such as Chardonnay and Sauvignon Blanc for whites, and Pinot Noir and Syrah for reds. Include major wine regions that customers are familiar with, like Médoc from Bordeaux, Côtes du Rhône, or elegant wines from Languedoc-Roussillon and Provence.

• Special Occasions: Always include a sparkling wine, whether Champagne or Crémant, for celebrations.

Also, make sure to taste the wines yourself to be knowledgeable about your list and present it with finesse.

Keep Your Wine List Dynamic

To keep up with your customers' changing tastes and the seasons, it’s important to keep your wine selection fresh. Adapt your list based on seasonal ingredients, evolving menu offerings, new discoveries, or special occasions (e.g., Champagne during the holidays, rosé in summer). A dynamic wine list adds excitement to each visit and entices customers to return and explore new vintages and selections.

Ensure that you include the necessary regulatory details on your menu:

• The type of wine (table wine, country wine, or AOP)
• The bottle volume
• Prices inclusive of service

By following these guidelines, you can create a wine list that not only enhances your restaurant’s reputation but also contributes significantly to its financial success.

FAQ - Building a restaurant wine list

How many wines should a restaurant wine list include?

There is no universal number: a bistro can work well with around fifteen carefully chosen references, while a fine-dining table may list several dozen. What matters most is coherence with the menu and the ability to rotate stock without letting bottles age unnecessarily.

Should a restaurant offer wine by the glass?

Yes, it is now almost expected by guests. Offering two to three wines by the glass, in both white and red, helps retain customers who do not want to commit to a full bottle, while still keeping a healthy margin on this format.

How should wines be organized on a restaurant menu?

Two approaches are common: grouping by region or appellation, which is more educational for curious guests, or grouping by taste profile (light, full-bodied, fruity), which is more intuitive for those less familiar with wine regions. The choice depends on the expertise level of the clientele.

What markup should a restaurant apply to wine bottles?

The usual coefficient ranges from two to three times the pre-tax purchase price, decreasing as the bottle moves up in price range. A markup that is too high on premium cuvées discourages sales, while it remains well accepted on entry-level bottles.

Should a wine list change with the seasons?

It is not mandatory, but it is recommended to match seasonal menu changes. A punctual update, for instance when warmer weather arrives or for end-of-year celebrations, is enough to keep guests curious without requiring a full overhaul each time.