Creating a Great Wine List

Profit Opportunity Cameron Douglas Master Sommelier

What should a wine list achieve?

Maximise profit? Y/N Complement the cuisine? Y/N

Add to the dining experience? Y/N

Show off the size of the cellar? Y/N Impress the critics? Y/N

OR

Purpose
Gain customer confidence

Achieve customer

satisfaction Achieve and maximise sales

Always a work in Progress

A wine list is not stagnant

You should always be looking out for ways to

improve your selection Weekly changes and sometimes daily changes A minimum of four overhauls a year usually based in seasonal changes in availability of local produce. For example Oysters or Asparagus

The wine list

For the customer and the business

To select a glass or bottle based on

accurate information and in a timely manner - The list itself is a sales tool and can provide advice - Great sales advice from the staff is immensely important VIP - Accuracy within the list VIP - Availability of the product

Special consideration must be given to the relationships between

The Cuisine of the establishment Ethnic, Pacific
Rim, Meat & 3 veg, Smorgasbord, Cutting edge

The Target Clientele - and locals

The Class Restaurant Caf, Brassiere, Fine Dining,
Specialist

Wine list decision drivers

Cuisine Availability of the product

Continuity of supply
Target audience What the competition has What the owner wants What the chef wants Faith in what you are doing

Knowledge is power Knowledge is profit

Appropriately trained staff that are well versed in

the product available Appropriately trained staff that are well versed in food and wine pairing Tasting and vintage notes for every wine available Suggestions from suppliers on food and wine matches if there is no person on staff who can A manager on duty who can resolve problems that may arise with faulty or unaccepted wines

Moments of truth Presenting the wine list?

Timing and approaching the table looking

and sounding relaxed versus Approaching the table and rushing the guests into a decision Average dining time of about 1.5 to 2.0 hrs divided into the kitchen opening time. How many glasses or bottles can safely and legally be sold and consumed in that time?

The importance of Service

Only one chance for first impressions Food menu and wine list at the same time or

separately? Food ordered first then wine sales or vice versa? Does your service match your self elected class? Fine dining or casual

Engage your customers

Wine and food pairing advice has a strong

link to profit and repeat business Make it a habit to offer assistance to every guest regardless Know your food menu inside out and back to front Have three wine choices for every menu item available Be pro-active..show up at the table with a couple of choices and see what happens

Provide International Service

All wine by the glass is served at the table

from the original bottle This is how we over-deliver for the price paid, justify the price customers pay and provide a memorable experience If you pour wine at the bar or behind the scenes it is called - Lazy Service!

Sommelier
Have you got one?

Do you need one?

Can they make a difference to the

bottom line? Do they have credentials? What should they bring to the role?

Points of View
On Sommeliers.. They should know that first and foremost your duty is to the customer. Your job is to make sure they are drinking the right wine for them.
Jeremy Prus. Duende - Perth

Points of View
A rock solid grounding in the classics and a finger on the pulse, trying to gauge what the next big thing might be.
Nicole Reimers. Rockpool - Sydney

Points of view from four international Sommeliers

A good sommelier must have three things: outstanding knowledge of wine, outstanding knowledge of food and great social. A good sommelier should be able to approach a table and within a couple of minutes establish communication, gain customer trust and maximise their experience to a point they never expected.
Raul Moreno Yague Vue de Monde, Melbourne

Some Wine List Layout Ideas

Indexed by Weight
Aperitif wines:

Usually white, can include sparkling wines (Champagne, local Mthode), Fino sherries and vermouths, Sauvignon Blanc and Riesling.
Light to medium-bodied whites (generally unoaked wines)

Sauvignon Blanc, Riesling, Chenin Blanc, Pinot Gris, Muller Thurgau, Gewurztraminer, some unoaked Chardonnay
Medium to full-bodied whites (generally oaked wines)

Chardonnay, Semillon, Viognier

Grape variety
Rieslings followed by Sauvignon Blancs followed by Pinot Gris followed by Chardonnay followed by Rose followed by Pinot Noir followed by

Indexed By Price (glass)

Sparkling wines White wines White wines White wines over

$12-$25 $8-$12 $15-$20 $20

Red wines
Red wines Red wines over

Dessert wines
Dessert wines over

$8-$12 $15-$20 $20 $15-$20 $20

Indexed By Price (bottle)

Sparkling wines under

Sparkling wines under

White wines under White wines under

Red wines under

Red wines under Red wines under

Dessert wines under

Dessert wines under

$60 $250 $50 $100 $50 $100 $200 $50 $100

Indexed By course
Appetizer wines

Starter/Entre wines
Main Course wines for light meats Main Course wines for heavy meats and

vegetarian dishes Dessert wines for chocolate lovers Dessert wines for non-chocolate lovers

The physical wine list

Easy to hold not too large

Easy to read appropriate font and size

Non-reflective paper halogen lights and

fluorescent tubing increase reflectivity on laminated or glossy papers Unpretentious for the clientele appropriate wording that is brief, yet descriptive

Price points
Have a range of prices so budget

conscious customers can choose without embarrassment Enough wine at higher prices to attract those with a bigger disposable income or company expense accounts

Anchor brands
Anchor brands are very important Anchor brands keep a wine list from looking

too obscure Try to have at least a couple of highly recognisable brands available Anchor brands are safety zone wines for some customers and sometimes your business too

Some advice
Dont list any wine you are not prepared to get

behind and sell Dont list a wine you merely like - Visualise how it will work on the list with what food, how long do you want it for - 1 month, 3 months? Dont take your wine reps word on the quality always, always taste the wine first.

Some advice
Expensive doesnt always mean high quality Cheap doesnt always mean low quality Research every wine to see where else it is for

sale supermarkets, liquor stores

Contracts with suppliers

Read them

Do you understand the Fiduciary and

Bailment terms? Do you understand the returns system?

Fiduciary
A fiduciary is someone who has

undertaken to act for and on behalf of another in a particular matter in circumstances which give rise to a relationship of trust and confidence You are the Fiduciary Trust and Confidence

Bailment
Describes the legal relationship in

common law where physical possession of property (chattels - wine) is transferred from one person (the bailor supplier) to another person (the bailee restaurant) who holds possession. Later intended for sale. The bailor owns the goods, but you store them. The intention to possess and sell is signed for

Numbers. Do your sums!

Plan your sales targets

Be conservative in your estimates

Dont price yourself out of the market Make a good profit, dont be greedy

Plan for public holidays

Plan for contingencies Returns are OK

Wine list size

Often too big

Capital investment into to products that do

not move 30 seats 40 to 60 wines 50 seats 50 to 70 wines Reserve list will only work if someone is prepared to actively sell the wines listed Wines by the glass depends how busy you are. 30% to 40% of the list perhaps more. What the market demands. Law

How are great Wine Lists created?

Relationship building with suppliers
Reading, reading and reading Watching auction sites Understanding the origin and history of famous wines Listing local wines Balance between local and international wines Competitive pricing Something for everyone and every budget

Do your homework and do your sums

1. Numbers. Target sales by unit

40 seat restaurant 30 covers X 5 nights X 3 units per seat = 450 (units

potential) 450 potential units of alcohol sold per week Divided into the glass and bottle sales Plus any water sales always variable, but set a minimum of 50%....20 seats

1. Numbers. Target sales by unit

450 X 150mls = 67,500 67,500 750ml = 90 bottles or 7.5 cases 3 FOH staff = 30 bottles a week each Is this realistic? Is this manageable?

1. Numbers. Target sales by unit

90 bottles average cost of $20(incl)= $1,800 90 bottles average sales price at 150% (2.5) of $50.00 =

$4,500 GP $2,700 less tax then standard expenses and contingency

The matrix is complex, but can be calculated

Spreadsheet analysis

Sliding margin scale

Not all wines can be subject to the same

margin For example a 2.5 mark-up on Champagne will likely lead to fewer sales in that category A sliding scale could then be applied to better manage some items 2.2 to 2.5 on Anchor brands and slow moving product 2.0 to 2.2 on Champagnes and sweet wines

Thank You

Any Questions?