Nos conseils aux professionnels - Comment développer ses ventes avec le vin au verre ? - Les Grappes

How to develop sales with wine by the glass?

Wine by the glass allows the customer to consume small quantities of quality wines. Consumers are increasingly turning to this method ofconsumption becauseit 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 andbar managers, as well as restaurant owners, who can offer a glass of wine as an aperitif, but also to accompany a dish.

How do you explain this new trend?

The sale of wine by the glass has become widespread in France, with 9 out of 10 restaurants offering this type of consumption. The demand for this new type of consumption is mainly present in wine bars and restaurants at lunchtime.

This type of consumption is profitable for the customer, who has access to great wines at a reasonable price: indeed, the consumption of bottles can be repulsive because of its price but also because of the quantity proposed. Thanks to the consumption of wine by the glass, one can avoid the interminable debate about the bottle of wine for the table in the restaurant: everyone can drink what they want. It also allows to moderate one's consumption, thus to drink less, but better.

But also and above all, selling wine by the glass is very profitable for the seller: it increases the flow of service and is more profitable than offering it by the bottle. Indeed, if the consumption of wine tends to decrease, we observe a certain revival from this practice. The customer continues to consume wine thanks to the offer of wine by the glass, thus maintains the turnover in wine.Indeed, for the restaurant owner or the wine merchant, this mode of consumption can bring in more than the sale of bottles of wine, since the multiplier coefficients are higher.

If the formula is economical for the customers, it is also profitable for the seller.

What do we drink?

Red wine seems to be the most popular wine by the glass.Bordeaux,Provence andRhone Valleywines are popular, butrosé wines are also popular in summer.
Wines by the glass are more of a mid-range category: table wines or grands crus are generally served by the glass - except in high-endwine bars or restaurants.The aim is to offer accessible wines, so the grands crus would be more expensive and therefore not in demand, which would result in losses.

What price?

By pricing yourwine list by the glass, you will understand why this practice is profitable.
For a glass of wine served in a restaurant, you should count about 4 euros. For a bottle of wine, you should count between 25 and 35 euros.
The price per glass is calculated by dividing the price of the bottle of wine by the number of glasses it contains. Sometimes, as the coefficients applied to calculate the price of the bottle are high, the glass is offered at the price of the bottle at the producer.
The first glass consumed therefore makes the bottle profitable!

So by offering wines served by the glass, you can increase and stabilize your wine sales, and then increase your turnover, if you apply reasonable and attractive prices, for a demanding clientele.

Tips for increasing sales

The promotion of this type of consumption should be strengthened, since it helps to boost wine consumption. The idea is to seduce the consumer, so that they consume and there is a real flow of wine.

To encourage the consumption of wine by the glass, you can immediately create a menu highlighting the products you serve. The idea is to propose original wines that will attract the curiosity of consumers, wines from small producers, or more prestigious wines that will satisfy gourmets. Indeed, the most popular wine by the glass is often from the middle of the range: the customer wants to drink better.

You must therefore take care ofthe service, in particular by presenting the bottle to the customer to establish a relationship of trust. Servethe wine at the right temperature, in the right glasses. Drinking wine by the glass remains a ritual for wine lovers!

Secondly, you can offer formulas that will increase the number of wines served by the glass. For example, offer a glass of wine to accompany a dish ora board. In this way you will spread the practice during the meal but also during the aperitif. Put the emphasis onthe food and wine pairing.

Finally, apply affordable prices: the formula must also be profitable for the consumer!


Nevertheless, this method of consumption has an essential drawback, which is the conservation of the wine. A bottle that is not finished in the evening risks taking on air and losing its flavours. You can't keep an open bottle forever, and you risk loss.
This is what can slow down the development of this type of consumption: restaurant owners are afraid of losing wine that has been open for too long due to oxidation.
But this should not put you off, there are corks and efficient conservation tools, which allow a better preservation of your products.

Need to be accompanied?

You are a professional and sell wine? Les Grappes is an online platform for the sale of wines from winegrowers, for professionals. We accompany cafés, hotels, restaurants, wine cellars in their choice of wines, but also in the realization of customized wine lists! According to your project, your tastes and your budget, we help you to choose the best wines, among more than 800 wine growers, in short circuit. Register for free and our team will contact you! For more information, visit our website

Marie Lecrosnier-Wittkowsky for Les Grappes

Restaurants, Bars, Hotels ? We help you to build your wine list!

Build an inimitable wine list and save a lot of time when ordering.

You might like...