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WINE SALES FOR DUMMIESby Howard CutsonIt doesn’t take a rocket scientist to sell more wine in your pub or bar!Good thing, since most of us don’t have too many of those on theservice staff. Better yet, there aren’t any trade secrets either. To sellmore wine, you need to do four very basic things:1. Make sure everyone is comfortable at (and skillful with) openinga bottle. Buy a $10 bottle corker and a pile of inexpensive, new corks.Recork your old bottles and require that every server has opened atleast 100 bottles before you turn them loose on your guests.2. Assure that your waitstaff knows how to pronounce every wineon the list. Run through the wine list at pre-shift meetings, with eachserver pronouncing the next wine on the list.Better yet, how about a “Trivial Pursuit” challenge for your servers.Have them match your food items with the wines on your list. Don’tforget to have them match appetizers and even desserts. Which wineswould you like with our Prime Rib? What two entrées go best with ourRobert Mondavi Fume Blanc?3. Be sure your service staff has tasted the wines you offer. Since wineis most often consumed with food, have them taste the wine with afood item. For example, try a Pinot Noir and a Chardonnay with thesalmon special and note how different the food tastes with each wine.Educate your staff so they can educate your guests. The easiest way toencourage suggestions is just to have servers recommend their twofavourite reds and two favourite whites.4. Finally, let your guests know that you sell wine. Incorporate thewine list on your menu - at least the 20 most popular wines. List asuggested wine under each food item. Pre-set your tables with wineglasses and perhaps a full bottle of wine. Sell “tasting portions” soguests can try out some new wines. Make it easy for them to enjoyyour wines and they will.Make these four simple efforts on a daily, consistent basis and yourwine sales will grow by 20-25%. I guarantee it!©Cutson Associates Howard Cutson, FMP, is an Ohio-based Hospitality Training Consultant. He can bereached at 1-800-776-7988.44 The Publican
MarketplacethePublicanReach 3,000 Buyersin independent liquor stores,pubs, and bars across BCPromote your products & servicesin this well read trade publicationCall 1-800-667-0955www.emcmarketing.comThe Publican45
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