Da Silva Hospitality Group’s Erasmo Da Silva – owner of one of Miami's most acclaimed restaurants in Coral Gables, Fla., Zucca – has experienced significant success with its wine program. In fact, having a successful wine menu has earned Zucca a Wine Spectator Award for the last seven years in a row in the restaurant category.
“Our success with wine is based on offering a personalized experience, highlighting the unique stories behind each label,” said Da Silva. “We feature a curated menu that combines accessible and exclusive options, focusing on boutique wineries and emerging regions. Additionally, we host regular tastings and provide ongoing staff training to create memorable experiences, boosting sales and customer loyalty.”
Da Silva said that bar and restaurant owners and operators – if they want to be profitable – should craft a well-balanced and diverse selection of wines, covering different price points, styles, and regions, with clear and accessible options for all types of customers. He also believes it’s essential to include wines by the glass, which he said “…encourages exploration and enhances the customer experience.”
“An excessively extensive and complex wine list should be avoided, as well as prioritizing wines solely based on profit margins,” advised Da Silva. “Instead, it is essential to create a balanced menu that stands out for its clarity and reflects the perfect pairing with the establishment’s culinary offerings.”
A limited wine menu can also be profitable, according to Da Silva, if it’s a carefully curated selection that includes options from boutique wineries or small productions. “These wines offer excellent value for money, a unique appeal for customers, and better margins for the establishment.”
To learn more about being profitable with wine, Bar & Restaurant News spoke with numerous industry leaders to get insights and advice.
Training Staff Is Critical When It Comes to Being Profitable with Wine
Izzy Kharasch, a Chicago-based bar and restaurant industry expert and president of Hospitality Works, believes that having an educated staff is the difference between a successful wine program vs. a program that never gets off the ground. “The staff must study the wine list and go through tastings so that they can speak directly to the wines, what they go best with, and then they need to understand how to open and serve the wine,” he explained.
Kharasch said that if a restaurant is serious about selling wine, it needs to do extensive training with its service staff. “A guest who might be interested in purchasing wine will peruse the wine list, but in order to close the deal, the server must be able to speak directly to the best wines to go with the guest meal,” he shared.
Da Silva agrees that staff education is key to the profitability of a wine program. “A well-trained team can confidently recommend wines, increase average ticket size, and enhance the customer experience,” he said, noting that owners and operators should organize regular tastings with staff, share information about the wineries and their stories, and motivate staff with performance-based incentives to foster their commitment and professionalism.
Chris So, sommelier at Jaleo by José Andrés in Las Vegas – which delivers the spirit and flavors of Spain through a traditional and cutting-edge tapas experience – said the biggest mistake a restaurant or bar can make, if it wants to have a profitable wine program, is not training the servers on the wine program.
“Training the servers and having them genuinely get behind the wines that are on the menu, especially the by the glass list, is very important,” shared So. “The great way to do this is to have the staff understand which wines go with which dishes better than others for themselves. The goal being that suggesting a wine with a guest is natural and easy because it comes from personal experience.”
So said owners and operators should conduct wine training on a regular basis, but doing small, casual five-minute training sessions with servers and bartenders before service – covering anything wine related – can help breed a culture of wine within a restaurant.
Mark Moeller, founder and president of The Recipe of Success, a national restaurant consulting firm in Westport, Conn., agrees that educating a bar or restaurant’s team is vitally important to the success of any wine program, and failure to educate leads to poor execution.
“The biggest mistake they can make is not training their team on proper wine service, this includes forgetting to bring in the distributor to teach servers and bartenders about the wines that they represent,” said Moeller. “The distributors want to come in and train because it often leads to more purchases, and no one wants wines sitting on the shelf collecting dust.”
Steven Huddleston, the beverage director at STIR Charlotte and STIR Raleigh – both modern, relaxed restaurants that feature international cuisine seafood, an oyster bar, and craft cocktails – explained that well-trained employees can confidently suggest pairings and tell engaging stories about the wines, which creates a more compelling guest experience.
“Wine does not sell itself,” revealed Huddleston, who noted that STIR distinguishes itself by integrating a meticulously curated wine selection that complements its offerings. “Educating staff about wine and the establishment’s wine program is crucial for profitability, as knowledgeable staff can significantly influence guest choices and increase sales. When staff understand the wines on the menu, including their flavor profiles, pairings, and stories, they can confidently make recommendations that enhance the guest experience and encourage upselling.”
To foster the guest experience through wine and to encourage upselling, bars and restaurants should provide easy-to-digest resources – such as cheat sheets or pairing guides – with their regular training, according to Huddleston.
“Encourage an approachable, conversational style to avoid intimidating guests,” said Huddleston, when it comes to wine training. “Additionally, reward staff for engaging with the wine program, such as through sales incentives or recognition, to keep them motivated and invested in its success. A well-trained team is one of the most valuable tools for a profitable wine program.”
Jesse Carr, director of food and beverage at Virgin Hotels New Orleans, which was voted No. 1 hotel in New Orleans by Conde Nast Readers' Choice Awards 2024, said the biggest mistake an establishment can make is simply buying wines you like and not teaching the staff about it. To ensure that staff training happens, Carr said operators should seek help. “Work with purveyors to help with education and ask if the makers will be in town,” he advised.
Boost Wine Sales by Creating the Right Wine Menu
When it comes to creating a profitable wine menu, restaurants and bars oftentimes leave wine selections up to the wine salesperson, who has an interest in a bigger and more expensive wine list than necessary, according to Kharasch of Hospitality Works. “The owners must first understand who their clients are and how much they will spend on wines by the glass or bottle.”
So, of Jaleo by José Andrés – where they stay classically Spanish with their wines, because that’s who they are – encouraged owners and operators to simplify and be very picky about the wines they select, and make sure the wines will be available on a consistent basis distributors. “Balancing pushing new and interesting wines from regions and producers that are unknown while having the classic wines that are established,” he said.
Huddleston, of STIR Charlotte and STIR Raleigh, said the biggest mistake a restaurant or bar can make when aiming for a profitable wine menu is failing to align the wine list with its clientele and overall concept.
“Overloading the menu with high-end or obscure selections that intimidate guests or lack a clear connection to the venue’s identity can lead to low turnover and excess inventory costs,” revealed Huddleston.
To boost wine sales, restaurants and bars should focus on crafting an accessible and diverse wine list that balances familiar options with unique, conversation-starting selections, per Huddleston.
“The best advice for creating a profitable wine menu is to focus on balance and intentionality,” Huddleston explained. “Curate a list that appeals to a broad range of guests, combining popular varietals with unique, high-margin selections to encourage both comfort and exploration.”
Huddleston pointed out that thoughtful design of the wine menu itself is also key when it comes to being profitable, and that the menu should include pairing suggestions, seasonal features, and tasting flights, which can all drive engagement and increase sales. “Don’t make the list overly complicated or intimidating – avoid too many high-priced, obscure choices that may alienate guests or lead to stagnant inventory.”
If a bar or restaurant operators want to be profitable with wine, but they do not plan on having an extensive wine menu, what should they do? Moeller, of The Recipe of Success, said be smart with how you construct the wine list, and focus on the quality, staff training, and execution. “Have a few notables then surround them with on-premise only wines,” he said. Create that buzz, that intrigue, that wow factor around your selections. When a ‘wine’ guest finds a wine they can only purchase in your restaurant – and not the local liquor store – you give them another reason to come back to your restaurant.”
Pricing: A Key Consideration for Successful, Profitable Wine Programs
Kharasch, of Hospitality Works, said that bar and restaurant operators need to think about pricing and create a wine list that’s best for their operation. “By this, I mean don’t put on $600 bottles if, in reality, you may only sell one per year,” he explained. “Focus most of the bottles in that sweet spot that will encourage guests to order a bottle when they may not have planned on it when they walked in. I have found that in many of the casual restaurants that we work with the pricing is between $29 to $69.”
When it comes to pricing and profitability, Kharasch said operators should offer a wines-by-the-glass program, as more and more guests are purchasing wines this way rather than by the bottle.
“Many of the restaurants that we work with sell a lot of beer and cocktails but not so much wine,” said Kharasch. “For them, we actually have a mini bottle of wine program. This means we have the basics in single pour bottles and that way we don’t waste wine by opening bottles at the bar. The next way we have been going about a better wine list for this type of customer is that we sell half-bottles of wine. This way, the guest will get about 2.5 glasses, the price is much more affordable, and the profit is still very good.”
Kharasch said the biggest wine pricing trend is not about having an extensive wine list but implementing technology that allows customers to pay for wines by the ounce. “Once the guest has a favorite, they can then determine the amount of ounces that want in a glass to enjoy,” he said.
At STIR Charlotte and STIR Raleigh, they ensure “approachable” by-the-glass options while offering opportunities for upselling through premium pours or bottle selections. They also use the Coravin wine preservation system for both still and sparkling wines, allowing high-end selections to be offered by the glass – options that might not normally be available in this format, according to Huddleston. “This innovation provides guests with the opportunity to explore premium wines without committing to a full bottle,” he said. “Coupled with a selection of private barrels, as well as 300+ premium and rare spirits, STIR ensures that every guest can find a drink that suits their palate, contributing to its reputation as a premier dining destination.”
Moeller, of The Recipe of Success, said that when it comes to pricing and being successful, bar and restaurant operators need to know the financial model that will work best for them, the price, and the mark up.
“Train your team to know how to sell and when to sell and also find wines that drink more expensive than they really are,” said Moeller. “If you have a wine that costs $12 a bottle and you can sell it for $14 a glass because of the quality, you will be more profitable. Do not try to sell a $9 bottle for $14 because you will alienate many of your guests.”
Moeller added: “Create a wine list that is based on quality and pairs well with your food menu. Don’t go cheap, don’t focus on off-premise wines only because you think that’s what everyone will purchase because they know the producer. Guests may know the producer, but they also know the price they can purchase it at their local liquor store. Often guests lean into getting a glass of wine vs. the bottle because of that.”
Does Staying on Top of Wine Trends Help with Profitability?
Da Silva, of Da Silva Hospitality Group and Zucca, shared that bar and restaurant owners and operators should pay attention to wine trends, if they want to be profitable.
“Staying aware of wine trends is essential for profitability, as it helps attract new customers and satisfy regulars,” said Da Silva, who believes that incorporating these some of the trends and styles into the wine menu, and highlighting them, reinforces innovation and market preferences.
Huddleston, of STIR Charlotte and STIR Raleigh, agrees that staying on top of wine trends is essential for maintaining a profitable wine program, as it enables establishments to align their offerings with consumer preferences and capitalize on emerging market demands.
“Currently, several trends are shaping the wine industry,” noted Huddleston. “Non-alcoholic and low-alcohol wines are gaining popularity as health-conscious consumers seek moderation, making these options a valuable addition to attract a broader clientele. Natural and sustainable wines, produced with minimal intervention and eco-friendly practices, appeal to environmentally conscious guests and align with the growing demand for authenticity. Sparkling wines are transitioning from being reserved for special occasions to becoming a popular choice for everyday enjoyment, providing an opportunity to expand sales by featuring them more prominently. Additionally, smaller packaging formats are rising in popularity, as they allow consumers to enjoy wine in moderation and sample a variety of options without committing to a full bottle. By integrating these trends into their wine program, establishments can meet evolving consumer preferences, enhance customer satisfaction, and drive profitability.”
In the end, Huddleston said, “A successful wine program requires a balance of strategic pricing, approachable offerings, and a team that can create a memorable and engaging experience for every guest.”
Aaron Kiel is an award-winning journalist and public relations professional in Raleigh, N.C. He’s worked in the beverage, tea, and coffee industries for two decades, as well as hospitality and technology. He’s a journalist at heart, but he also wears a PR and communications hat through his consultancy, ak PR Group. Aaron is a contributing writer/reporter for Questex’s Bar & Restaurant News and he’s a past editor of Questex’s World Tea News. In 2023, he was a finalist and honorable mention in the “Folio: Eddie & Ozzie Awards” for “Range of Work by a Single Author – B2B” for Questex’s World Tea News. In 2024, Aaron won two awards for his work with Questex’s Bar & Restaurant News, including a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards under the “Diversity, Equity & Inclusion” category, and a “Folio: Eddie & Ozzie Award” in the B2B article category for “Culture & Community.” He also received a 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram: @adventurer_explorer or visit akprgroup.com.
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