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How to turn your wine list into a marketing tool

The wine list is the medium between your products and the consumer. It must therefore be effective, in order to seduce and inform the customer. It is the wine list that promotes the wines. For this, the wine list of yourbar, cellar or restaurant must be a real marketing tool. Les Grappes offers you some tips to improve your wine list and make it a marketing tool.

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The essentials

Before starting, we suggest you to review the essential elements of a wine list. If it is to be a marketing tool, it must above allcomply with the law!

Thus, it is compulsory to mention the following on your wine list

-the net price, including service
-the sales denomination, separating table wines (without geographical indication), local wines and PDO;
-the quantities served: the capacity of the bottles, preferably in centiliters; indicate each type of bottle by its capacity.

For more information on how to draw up a wine list, please refer to our article on this subjecthere.

Food and wine

Then, you can promote your wines by proposingfood and wine pairings. The wine list can immediately suggest pairings with dishes, and even indicate dish + wine formulas (by the glass), in order to systematize consumption. This can also be done for platters, accompanied by a glass or a bottle of wine, which will be perfect for the aperitif.

Your menu will have to present the advantages of these agreements, play on the greediness to seduce your customers.
In the context of a restaurant, you can also list a wine of the day with the dish of the day, which will go perfectly with the dish of the day.

The combination of food and wine could seduce the most greedy, and allow the development of your sales. It is up to you to highlight these combinations on your menu, always taking care to seduce the customer.

Make the products known

To achieve a real marketing tool, you must carefully choose the products that you will advertise on your menu and in your establishment.

You can play on the unexpected and the expected, by proposing great wines, wines that are unavoidable in an establishment - we think for example of the great appellations, the wines ofBordeaux, thewhite wines of Alsace... But you will also have to propose rarer products, more original, which will arouse the curiosity of the consumers. It is also a question of surprising the customer by proposing new products.
While allowing the development of these products coming from more restricted productions, you will mark your originality. It is thus necessary to play on the diversity of the proposed products, by showing a control of the products.
Also, one of the tactics consists in proposing wines from the region in which you have set up your establishment: the regional aspect is very popular with customers who want to taste local products. Thus, promoting regional wines on your menu will increase the consumption of wine in your establishment.

Wine by the glass

To boost your sales, your wine list must adapt to the current consumption practices, and thus satisfy the consumers' expectations. The current trend is tosell wine by the glass, which allows the customer to consume less, but better. This also allows you to increase your sales and your turnover, since this practice is very profitable for you.
So on your menu you can propose the price of wines by the bottle but also by the glass. You can also create a selection of wines, only served by the glass. In this section, we could find for example wines from small producers, which you will promote by this means. If the customer wants to consume less, but better, meet this expectation by proposing the wines that are best suited to this!


One mistake you should not make is to take your wine list for granted. On the contrary, you must constantly renew it, update it and adapt it to the consumption of your establishment. Indeed, it must be adapted to the modulations of the clientele, its age, its type of consumption. This way, your menu will be able to satisfy these customers, and by following their consumption practices, will be able to build their loyalty.
Finally, you must be attentive to new products, and constantly offer new products, so as to always surprise the customer. As you can see, the key is in the game of surprise and curiosity that you maintain with the consumer. Your wine list is an eternal seduction. And what better way to seduce than with an uninterrupted surprise?

Need to be accompanied?

Les Grappes is a platform for the sale of wines from winegrowers, online 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 so that our team contacts you! For more information, please visit our website

Marie Lecrosnier-Wittkowsky For Les Grappes

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