Don’t let terror strike and prevent you from opening the bottle this Halloween! Or any day of the year for that matter. We want you and your staff to feel supported and confident enough to open any bottle of wine without the immediate fear of wastage!
Go ahead, offer a small sample from your premium collection. Allow your guests to swirl away to their heart’s content and watch sales increase. Don’t believe us? There are so many ways a good-tasting policy can help your wine sales, in this blog we explore just a few ways how tasting can help you. There’s no need to have cold feet…
The Tasting Moment
Where the fear of opening a bottle restricts or impedes your ability to offer any meaningful tasting opportunities, not only do you miss out on profitable wine sales, you also forgo any opportunity to establish ‘lasting impressions’ with your customers. We’re talking about those real bonding moments that cement their faith and trust in you as an established venue worth their time and efforts to abandon the sofa in exchange for your company.
No reputable restaurant wishes to lumber their guests with a bottle of wine they don’t entirely love. Never has the phrase ‘try before you buy’ been so important. Especially as certain wine supplies will be constricted this winter period, forcing some venues to change up their wine menu. With that, customers will, no doubt, need a nudge (and taste) to try some new items on your list.
Beyond the obvious benefits, offering a taste at the table is, truly, an experience.
Gateway to sales & promotions
- Once you open a bottle, add it to your specials board. Attribute an extended promotion for those who go on to purchase by the glass (or bottle)!
- Do you have a website or a blog? Host giveaways and feature all your wine tasting opportunities across these platforms!
- Try targeting a specific audience. Launch promotional tasting events designed to bring singles together or host a perfect pairing night for couples. You can offer a variety of low, mid, and high range still and sparkling wines. Just think of the endless opportunities you could cater to: busy mums, millennials, seniors, specific professionals…
- Pick a favourite region, grape, or ‘flavour’ of the month. Offer a special tasting experience for those who enquire within.
- Partner with local wine shops and vineyards to open cross-promotional opportunities. Open the door to exclusive wines, private labels, and discounted prices (for both you and your customers).
- When the seasons change and you find yourself switching or swapping stock, hold a seasonal tasting event. Allow customers to taste each wine you are considering.
Opportunity to Upgrade
By offering tasting moments & opportunities, you can also give your staff the confidence to help a customer premiumise their choice. If your team is trained to discuss and inform customers of new, premium wines added to the menu, they can then offer a taste of said wines to really underpin the whole ‘try before you buy’ mentality. This will break down a barrier, meaning customers are more likely to trade up and stay with you. In the end, the lifelong value of that customer increases, meaning they are likely to return again and again. N.b. Knowledgeable wine-legend, Harry Crowther, has some amazing content on the importance of having staff who are ‘wine confident’ – read his tips and tricks here!
With all these beautiful and glorious reasons to open a bottle, why the lingering hesitation and fear? Perhaps it’s the fact we have given you every reason under the sun to offer your guests a taste-test without addressing or giving voice to any sort of solution to the dreaded open bottle dilemma…yet. C’mon. Don’t be a scaredy-cat, opening premium wine is the very least of your worries – especially when you have the right tools to hand!
The perfect solution…you never knew you needed!