If you can’t afford a Beverage Director or a Somm you may want to try some of these suggestions.

Interview your local importers and distributors just like you would an employee because the right ones can add huge value and the wrong ones can undermine your operation.

As a restaurant expert, I understand the challenges of operating a profitable wine program without the luxury of hiring a beverage director or sommelier. However, there are still ways to create a successful and sophisticated wine program that will entice customers and increase profits.

1. Focus on a limited selection: Instead of trying to offer a wide range of wines, focus on select options that cater to your menu and customer base. This will help to simplify your program and allow you to develop a deeper understanding and expertise in your chosen wines.
2. Partner with local Wine distributors who have a good idea of what is selling best in the local market.  Seek out local importers in your area and develop relationships with them. This will not only support local businesses but also give you access to unique and interesting wines that may not be available through traditional channels.  These wines are rarely placed in national chains, supermarkets, c-stores or gas stations.  Direct importers generally offer better value because they skip a tier in the traditional model.
3. Train your staff: Even without a dedicated beverage director or sommelier, it is important to ensure that your staff is knowledgeable about your wine program. Host regular training sessions to educate your staff on your selected wines, how to serve them, and how to make recommendations to customers.  By offering a small taste of wines served by the glass you can ensure the guest will enjoy the wine.
4. Offer wine flights: Wine flights are a great way to encourage customers to try new wines and increase sales. Create themed flights that showcase your selected wines or offer flights that pair with your menu items.
5. Use technology: There are a variety of technology solutions available that can help you manage your wine program. This includes inventory management software, POS systems with built-in wine lists, and digital wine menus that provide detailed descriptions of your wines.

By following these tips, you can create a sophisticated and profitable wine program that will impress your customers and contribute to the overall success of your restaurant.