Standing out is more important than ever in a challenging market, and one way to rise above competitors is by partnering with a winery on a private-label wine. Only your venue can pour it, which is what makes it so compelling.
When Davio’s Northern Italian Steakhouse went this route, partnering with Merriam Vineyards, they landed on a top-selling wine by the glass.
“Because we offered them by the glass, it removed the barrier for guests to try something new,” says Davio’s CEO Steve DiFillippo, about the Davio’s Reserve wines. Their 10 restaurants include seven in Massachusetts, and one each in Atlanta; King of Prussia, Pennsylvania; and Reston, Virginia.
But the other reason people ordered the wine is because they could easily see how hard Davio’s worked to bring in a wine they couldn’t order anywhere else. Their rationale was that if Davio’s could stand behind it, it had to be of high quality.
“I wanted something unique that couldn’t be found just anywhere. With Davio’s Reserve, we’re not just offering wine, we’re offering our wine and that means something to our guests,” says DiFillippo. “These are wines we personally selected, tasted, and truly believed in.”
The partnership launched 15 years ago, long before other restaurants and wine bars were connecting with wineries to create a custom wine. Now, each year, 2,500 cases of wine spanning five varietals (Pinot Noir, Cabernet Sauvignon, Chardonnay, Rosé, and Sauvignon Blanc) are crafted just for Davio’s restaurants. These are born out of estate-grown grapes and produced at the winery’s California Certified Organic Farming (CCOF) facility. Honing in on the perfect wine for Davio’s was more than selecting from a menu. Because the wine is a custom blend, it required input from both the winery and the restaurant to make sure it was a fit with Davio’s food menu.
“Creating a private label begins with understanding the restaurant, its personality, menu, and guest experience. You’re not just making a wine, you’re helping to build an extension of a restaurant’s identity,” says Peter Merriam, owner of the Sonoma County, California, winery. “What I love most about the process is that it’s not transactional; it’s relational. It’s two families, ours in Healdsburg and Steve’s team in Boston and beyond, working together to create something we’re both proud to serve.”
That said, extensive tastings were a necessary part of the process. “We start by tasting through different lots and vintages to find wines that complement the restaurant’s cuisine and style,” says Merriam. “With Davio’s, for example, we’ve worked closely with their team to ensure each wine pairs naturally with their Northern Italian menu, from their seafood and pasta to their steaks.”
When choosing a winery to partner with, make sure it complements your restaurant, beyond how the food pairs with the wine. The wrong choice could reflect poorly on your bar or restaurant. You want to stand behind the wine and the winery’s brand as much as possible, akin to a personal recommendation. “I wanted wines that truly represented the essence of Davio’s — elegant, approachable and crafted with integrity,” says DiFillippo.
Sometimes the overlap between a restaurant and a winery has nothing to do with the wine but is instead in your brand’s DNA, geographic location, or shared interests and values. For example, Davio’s Northern Italian Steakhouse is based in Boston and Merriam Vineyards’ founder is a Boston native, so they are both rooted in the same destination, despite being on opposite coasts. Another similarity is that they are longstanding businesses, with loyal and steady clientele, as Davio’s just celebrated its 40th year of business and Merriam Vineyards its 25th anniversary. That Merriam once owned a wine shop showed Davio’s that he understands how to market and sell wine to consumers.
“Steve and I both come from the New England area, and we share a deep respect for hospitality done right, including attention to detail, genuine warmth and, most of all, consistency,” says Merriam. The partnership began with a small production of Chardonnay and Cabernet Sauvignon, later expanding the portfolio to eight wines, to give customers a broader selection.
“The best partnerships happen when both sides view wine as part of the larger hospitality story, not just as a product on a list, but as something that enhances the meal and brings people together,” says Merriam.
Having a private-label wine on a wine list doesn’t automatically guarantee successful sales. You still have to market it. “We approached it like launching a new brand, because that’s exactly what it was,” says DiFillippo. “On-premise, we made sure Davio’s Reserve was featured prominently on the wine list and talked about during service. Off-premise, we leaned into social media, email marketing, and even some local press opportunities to tell the story of why we created this lineup.”
Educating staff about Davio’s Reserve wines is also key. “We didn’t just hand them a script,” says DiFillippo. “We held tastings and educated our staff on the flavor profile and ideal food pairings. When servers and bartenders are excited about the wine and can speak confidently about it, that enthusiasm transfers to the guest.”
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