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“Bring the wine list, please.” Behind this simple phrase is a customer who has already selected the restaurant, probably already knows what he wants to have and is now ready to decide which wine he wants to match his meal with.
The wine list is therefore a fundamental element in any restaurant, not just because of its paring with the food, but above all because it also serves as the restaurant’s business card, its brand image and the message it wants to convey to its customers.
So, what are the ingredients of an excellent wine list? Harmonization with the restaurant’s cuisine (the choice usually comes down to what you want to eat); quality of the offer, variety of styles and clear information for the Customer (so that they don’t ‘give up’ in the middle of the process or get confused), all of this obviously in a physical or digital list with an appealing presentation that is coherent with the restaurant’s overall brand.
Knowing the customer well, their main tastes and the reasons that lead them to that restaurant and not another one is the basic rule for drawing up a wine list.
The layout of the wines on the list should follow a logical order
that is easy for the customer to understand, whether it’s
geographical, by grape variety or aligned directly with the dishes
on the menu.
The information about each wine (name, origin, type, grade, grape
varieties, acidity, tasting notes, pairing suggestions or awards
it has received) should also be clear and include the price,
whether in glass or bottle version. Don’t forget that the aim is
always to highlight the flavours of both the food and the wine.
It is also essential that the person presenting the menu is very well informed about its content and can answer any questions that may arise.
At the end of the day, the aim is to simplify the customer’s decision and guarantee a fantastic experience of flavours, so as to motivate them to return and bring more friends.
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