By Alex Powell and Priya Rao
August 31, 2015

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Restaurant-goers worldwide are increasingly savvy with their wine knowledge and appreciation. As such, wine is becoming an integral part of a truly enjoyable dining experience. Wine sales offer the most surefire profit margin, as there is little risk in trying new vineyards and almost no waste. It makes sense then, that building a wine list which offers a unique selection of bottles and glass pours is something restaurateurs need to consider.

As a real-life couple, we offer a yin-yang perspective of wine enjoyment. Alex is the Sommelier for celebrity chef Susur Lee’s flagship restaurant, Lee, while Priya is a foodie who has dined in fine restaurants around the world. We’ve compiled our top five ways to make your wine list stand out.

1. Offer wines that aren’t on every list in the city.

Priya: It sounds logical, yet it’s surprising how many times we’ll see the same old bottles from the same old wineries on wine lists. Sure, it’s ‘easy’ for me to order the Kim Crawford Sauvignon Blanc, but if I’m spending money to dine out, it’s nice to try something new. I don’t mind paying a mark-up to learn or try something different!

Alex: For me, this is the biggest problem with wine lists. The same wine reps approach us all so it’s not surprising that the same bottles show up. The key is to use the LCBO’s online catalogues to track unique products, which are coming in for limited releases. Look at smaller producers, smaller regions such as the Loire Valley. This takes a bit more time and effort, but the return on investment will be high as guests who know wine will know when you’re offering them something special. If it’s only available for a limited time? Bonus.

2. Have premium versions of everything popular.

Alex: If Pinot Grigio is popular with your clientele, offer a $35 bottle as well as a $70 one, but make sure it’s better for a reason, not just pricier because it’s pricier. For example: perhaps it’s a limited release item or it was the last bottle produced by a famed vintner. Your staff will need to know what distinguishes the more costly version in order to justify your guest going on a limb to spend the extra money.

Priya: Most of the time, I’ll spend $8 to 15 on a glass pour, but if I’m out for a special occasion and if my server talks to me about why a $20 glass will give me a better match for my meal, I’ll do it. An extra $5 to 10 isn’t going to break the bank, plus it’ll make my night feel more special.

3. Pick some oddballs. Alex: Customers are comfortable when they see Chardonnay, Merlot, Cabernet Sauvignon, Sauvignon Blanc or other common varietals on a list. This is a great opportunity to push them out of their comfort zones by offering a lesser-known grape at a reasonable price point. You might want to bring in a Romanian Vranek for example, which is similar to a Malbec, or a Vouvray, which Pinot Grigio drinkers would like. Priya: Before I met Alex, my ‘go to’ wine was Pinot Grigio! I felt safe ordering more out of habit than anything else. I resisted at first but I’m so glad I expanded my wine horizons as I’ve discovered new faves now (Amarone and Vouvray). Now I find myself looking for different varietals and avoiding the most common ones. 4. Offer premium wines by the glass. Priya: We once enjoyed a taste of 1914 Madeira. It was truly special, like tasting a piece of history! It was $50 a glass but gave us a story we can tell forever and a priceless experience we’ll never have again. Alex: The Coravin system (www.coravin.com) is the greatest tool for the modern restaurateur. It replaces wine removed from a bottle with inert argon, thus allowing you to keep a premium bottle ‘open’ for long periods. With this tool you can upgrade your $15 bottle to a $30 version without worry of wasting the remainder if only a glass or two sell in one evening. 5. Provide suggested food and wine pairings. Alex: This is a great way to offer high/low options to your guests on evenings when the staff is too busy to spend much time at each table. It gives your guests the opportunity to choose whether they want to be conservative or splurge. Make sure you write detailed tasting notes for each option – they may just push the guest to choose the pricier glass if it sounds like a more delectable match. Priya: Beyond the urban legends that reds pair better with meats and whites with cream sauces, most of us diners don’t have a clue what’s going to match best with our order, especially if we’re in a fusion restaurant. So make it easy for me! Basically—give your clientele the opportunity to choose a better product at every turn. Alex: The best thing about the tips we’ve offered is that even if every restaurant followed them, their wine lists would still be quite different because every menu is different and every restaurateur will have their own thoughts on what will work with their food. Priya: I love food, so I take my dining quite seriously. Whether I’m having a casual dinner at one of my usual spots or a night out someplace new or pricier, I appreciate when I see as much care go into the wines that are meant to complement my dinner as goes into the food itself. I’ll also make mental notes of restaurants that offer wine I can’t get at every other place in town, places that will give me a chance to try something new. After all, variety is the spice of life! See also: About the authors Sommelier, Alex Powell and actor, Priya Rao are co-owners of A Vine Romance (www.avineromance.com) offering unique wine experiences for the public and wine consulting for the industry. They are the hosts of the upcoming 4 part TV series, THE DRINK, showcasing the best venues and events to enjoy fine beverages in Toronto. Need to reach them? Follow @AVineRomance or email them at [email protected].

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