Wine by the glass allows the customer to consume small quantities of quality wines. Consumers are increasingly turning to this mode of consumption because it allows access to great wines without having to buy a bottle.
Les Grappes offers you some tips to develop your wine sales with the wine by the glass offer. We are therefore addressing cellar and bar managers, as well as restaurateurs, who can offer a glass of wine as an aperitif, but also to accompany a dish.
The sale of wine by the glass has spread widely in France, with 9 out of 10 restaurants offering this type of consumption. Demand for this new type of consumption is mainly present in wine bars and in restaurants at lunchtime.
This mode of consumption is profitable for the customer, who has access to great wines at a reasonable price: in fact, the consumption of bottles can be discouraged by its price but also by the quantity offered. Thanks to the consumption of wine by the glass, we can avoid the endless debate around the bottle of wine for the table in the restaurant: everyone can drink what they want. It also allows you to moderate your consumption, so you can drink less, but better.
But also and above all, the sale of wine by the glass is very profitable for the seller: it increases the service flow and is more profitable than the offer by the bottle. Indeed, if wine consumption tends to decrease, there is a certain revival based on this practice. The customer continues to consume wine through the offer of wine by the glass, thus maintaining the turnover in wine. Indeed, for the restaurateur or the wine merchant, this mode of consumption can yield more than the sale of wine bottles, since the multiplier coefficients are higher.
While the formula is economical for customers, it is also profitable for the seller.
It is the red wine that seems to prevail in the sale of wine by the glass. Bordeaux, wines of Provence and the Rhone Valley are popular, but also rosé wines in summer.
Wines by the glass are more of a mid-range product: table wines or grand crus by the glass are generally served - except in high-end wine bars or restaurants. It is a question of offering accessible wines, so the grand crus would be at a higher price, and thus little in demand, which would lead to losses.
By pricing your wine list by the glass, you will understand why this practice is profitable.
For a glass of wine served in the restaurant it is necessary to count about 4 euros. For a bottle, it is necessary to count between 25 and 35 euros.
The price of glass is calculated by dividing the price of the bottle à la carte by the number of glasses it contains. A margin is then added. Thus, sometimes, as the coefficients applied to calculate the price of the bottle are high, then the glass is offered at the price of the bottle at the producer's premises.
The first glass consumed therefore makes it possible to make the bottle profitable!
Thus by offering wines served by the glass, you will be able to increase and stabilize your wine sales, then increase the turnover, if you apply reasonable and attractive prices, for a demanding clientele.
The promotion of this type of consumption should be strengthened, as it helps to boost wine consumption. The idea is to seduce the consumer, so that he consumes and there is a real wine flow.
To encourage wine consumption by the glass, you can immediately create a menu highlighting the products you serve. The idea is to offer original wines that will attract the curiosity of consumers, wines from small producers, or wines a little more prestigious that will satisfy the gourmands. Indeed, the wine most in demand by the glass is often from the mid-range range: the customer wants to drink better.
You will then have to take care of the service, in particular by presenting the bottle to the customer to establish a relationship of trust. Serve the wine at the right temperature in the right glasses. Drinking wine by the glass remains a ritual for wine lovers!
Then, you can propose formulas, which will multiply the wine service by the glass. For example, suggest a glass of wine to accompany a dish, or a board. In this way you will spread the practice during the meal but also as an aperitif. Then focus on the food and wine pairing.
Finally, apply affordable prices: the formula must also be profitable for the consumer!
Nevertheless, this consumption method has an essential drawback, which is the conservation of wine. An unfinished bottle in the evening may take a breath of fresh air and lose its flavours. You can't keep a bottle open forever, and you risk losses.
This is what can slow down the development of this consumption method: restaurateurs are afraid of losing the wine that has been opened for too long by oxidation.
But this should not discourage you, there are powerful corks and storage tools, which allow a better conservation of your products.
Marie Lecrosnier-Wittkowsky for Les Grappes