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On April 2, 2025, the US introduced a baseline tariff on most imported goods. with even steeper rates targeting products from the European Union (including wine). While this may seem like a distant issue, it has real implications for the UK hospitality sector. This is especially true for operators with transatlantic supply chains, wine exports, or partnerships with American venues.

For many, this move raises understandable concerns. These include rising costs, unpredictable sourcing, and potential knock-on effects on global wine availability. But here’s the positive takeaway. Wine by the glass isn’t just a workaround, it’s the opportunity.

Instead of cutting back on range or quality, operators can respond with creativity and flexibility. A robust by-the-glass offering allows customers to enjoy premium wines in a more accessible, lower-risk way (even if full bottles become more expensive due to tariffs). It also opens the door to experimentation, storytelling, and deeper engagement with guests, without sacrificing control over margins.

In short, now is the time to reimagine the wine list not as a liability but as a strategic asset.

What Do These Tariffs Really Mean for the UK?

The recent tariffs introduced by the United States on EU products, including wine, may feel like an overseas issue. However, for UK venues with international suppliers, wine exports to the US, or globally influenced wine lists, this change could add a layer of complexity to sourcing and pricing strategies.

While cost pressures and sourcing uncertainty are real, they also present an opportunity. With the right mindset and tools, hospitality operators can not only adapt but evolve. Now is the moment to refresh your approach, lean into flexibility, and offer something genuinely compelling to your guests.

By staying agile, exploring lesser-known wine regions, and refining your by-the-glass offering, you can maintain a vibrant wine experience that reflects both quality and value, even in the face of market changes.

 

Inspiration from Bordeaux 

Faced with shifting consumer behaviours and economic pressure, winemakers in Bordeaux have already embraced a forward-thinking strategy. Their initiative, “Bordeaux se met au verre”, encourages venues to expand their wine by the glass ranges, with a focus on organic wines, exciting discoveries, and bottles priced under €5.

Crucially, this is not just about affordability. It is about revitalising the customer experience. With support from point-of-sale materials, wine menus, and simple in-venue signage, the campaign has helped boost engagement and wine sales, especially among younger, more price-sensitive customers.

The message is clear. When wine becomes more accessible, diverse, and experiential, customers respond. It is an approach UK venues can adopt to stay resilient and competitive, regardless of global market shifts.

 

Financially Resilient, Guest-Focused 

Wine by the glass allows venues to manage price fluctuations without compromising the guest experience. Rather than reducing choice, you can make subtle adjustments to pricing that reflect changes in sourcing while still giving guests a premium, flexible option.

It also creates a more approachable spend. A well-structured by-the-glass list lets guests explore something new or premium without committing to a full bottle. For the venue, it offers better control over pricing, inventory, and margins. If a particular bottle becomes more expensive due to tariffs or supply issues, you can simply update its glass price rather than removing it from the list entirely.

This kind of flexibility is particularly valuable in today’s environment, where guests are budget-aware but still keen to enjoy quality experiences when they go out.

 

Embracing Alternative Wine Regions 

Every shift in the market brings new opportunities. In this case, the spotlight turns to emerging and less-affected wine regions that can offer exceptional quality at competitive pricing. For UK venues, this might mean exploring wines from regions such as South Africa, Chile, Hungary, or even some of the excellent, underrepresented producers here in England and Wales.

These wines often come with great stories, distinctive flavour profiles, and attractive pricing. All of this translates beautifully to a by-the-glass format. Featuring a rotating list of “off the beaten track” wines by the glass can bring energy and discovery to your wine programme, encouraging guests to try something new and share the experience.

 

Our beneficial solution 

Expanding your wine by the glass range means opening more bottles and offering more variety. But how do you do that sustainably, without the risk of waste? That is where Bermar can help.

Our world-leading wine and Champagne preservation systems are designed specifically to support venues that want to serve more, with less risk. With Bermar, you gain:

• • Extended Preservation: Keep still and sparkling wines fresh for up to 21 days. This allows you to confidently broaden your wine by the glass menu without worrying about waste or compromised quality.

  • Increased Sales Opportunities: With the ability to serve a wider range of wines, including fine, niche, or experimental bottles by the glass, you can drive more engagement, more discovery, and higher per-guest spend.

  • Sustainability and Cost Efficiency: Minimising waste supports your sustainability goals and makes financial sense. Every bottle opened should contribute to revenue, and with Bermar, it can.

 

Looking Ahead  

Tariffs may be out of your control. However, your strategy is not. By leaning into flexibility, variety, and smarter service tools, UK hospitality venues can continue to deliver exceptional guest experiences, no matter how the market evolves. Bermar is here to support your vision. We help you serve confidently, creatively, and profitably, one glass at a time.

 

 

Thinking about enhancing your wine service? 

Visit our website to discover how Bermar can help you pour with confidence—glass after glass. 

 

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