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The Festive Rush is Well Underway! 

This year, it certainly feels like Christmas has arrived ahead of usual scheduling. Even the beloved John Lewis advert arrived 10 days earlier than last year! All pointing to one thing: the festive season is well and truly with us. Included in these earlier-than-normal yuletide appearances, more than half of hospitality venues launched their festive menus before mid-November & bookings for end-of-year celebrations are up 8% compared to last year. Evidently, seasonal celebrations are starting earlier and asking more from every service team.   

Recent data suggests over seven in ten guests would rather dine out for an experience-led festive occasion than a traditional meal. Turkey and gravy might still be on the table, but guests want more; the feeling, the theatre, the story behind the night. And few things bring that together better than an exceptional wine by the glass service.

Every pour, every pairing, every suggestion, and every guest interaction is your golden ticket. The hurdle? Delivering that level of choice, freshness, and consistency without waste or hesitation. That’s where Bermar comes in.

What Bermar Actually Does (and Why It Matters More at Christmas)

For more than 30 years, Bermar has helped hospitality venues around the globe pour smarter, offering guests the flexibility to enjoy still and sparkling wines by the glass, while keeping each bottle as fresh as the moment it was opened.

Powered by our innovative ePreserve technology means: 

• You can open any still or sparkling wine on your list.
• Reseal in seconds.
• Hold its freshness for weeks, not hours.
• Pour confidently by the glass, without building wastage into your margins.

That means your festive wine strategy is no longer restricted to “what we think we can get through tonight”.

Instead, you can:

• Build deeper, more premium by the glass lists without fear.
• Showcase serious wines alongside festive menus and events.
• Introduce English sparkling, grower Champagne, richer reds, and offbeat styles as single-glass discoveries.
• Protect margin while delivering a better guest experience.

In truth, guests aren’t just drinking more; they’re drinking better. Recent data show that 63% of consumers are happy to spend more on wine during the festive period, and premium wines by the glass are outperforming house pours by 10% in terms of value share. Bermar effectively removes the biggest operational objection to premium by the glass: the risk. 

Staff Influence is Real 

Your team has an extraordinary level of influence when it comes to drink orders at the bar – and via table service. In fact, 74% of guests say they’re more likely to try a new wine if it’s recommended by staff. Empowering your servers with the right knowledge and tools is absolutely crucial. And, something that doesn’t need to be overly complicated or intensive! 

They don’t need to wax lyrical about the fermentation process of the grapes, nor do they need to give an in-depth description of the vineyard from which the wine originated. It’s much simpler than that. A mere “this pairs wonderfully with the duck because it has a lovely acidity to cut through its richness” or “this wine has been chosen to really work with the flavours of our special tonight” will do absolute wonders. The key ingredient in all of this is authentic confidence rather than empty bravado.

When your staff can confidently suggest a wine – and know that it won’t go to waste – it changes the game. And in the December rush, where pressure is high and decisions are needed fast, Bermar empowers your front-of-house to upsell naturally, to make pairings personal, and to elevate each dining experience. 

The December Peak: High Stakes, High Reward

According to the IWSR, December consistently delivers the highest trading peaks for wine, with the final two weeks of the year seeing the biggest concentration in sales. It’s the ‘make-or-break moment’ for wine sales, when the right systems and service can turn pressure into profit. And Bermar gives you both.

Whether you are running a bustling festive service, back-to-back corporate events, or looking to offer a special holiday wine-tasting/wine flight, you and your staff can serve and pour without any restrictions to your wine by the glass menu. No guessing which wines will move, and no need to discount your stock in January. Instead, Bermar ensures that every bottle performs at its best, every single day. 

That’s the real difference between surviving and thriving this holiday season. 

Beyond Christmas: A Smarter Way to Serve

In truth, all of these festive-centric statistics shine a spotlight on the fact that: 

1. Guests are willing to pay more when the experience is right.

2. They respond to guidance and storytelling from staff.

3. They value choice, especially by the glass.

4. Operators need tools that make this commercially sustainable, not risky.

With Bermar supporting your service, you can broaden your wine list, introduce new styles, and pour without hesitation, all while protecting your margins and delighting your guests. 

This isn’t a festive solution; it’s a year-round investment. And the guests who discover something special this Christmas will return for that same experience throughout the year.

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