The days of expensive wine lists may be over or at least limited in acceptance. I now recoil with disappointment when I go to a moderately priced restaurant and am handed a book, literally pages of impressive labels and high price tags. Why should one rejoice at the impressive list when there is little under $50 a bottle?
If a restaurant’s mark-up is 2-3 times retail, then the starting point is way too high. The dining public has taken a strong stand against expensive wine lists. That’s why half-price wine nights are scoring such success and gaining a following all over the country.
Here’s a plan: Focus on great wine-growing regions that still have a minimal presence on many lists. Then every night can be special. Many great, affordable wines come from Chile, Argentina, Australia, New Zealand, and South Africa. No one says ignore the American wines, just change the price point. Be a little more adventuresome and find great wines with great flavors at great prices. Not all wine comes from California! The breadth of choices might surprise you.
Restaurateurs: Start at the beginning and rethink the list. Do blind tastings; let the taste buds make the decisions rather than the fear of labels or price tags. For years we have been hearing wonderful reports about Malbec (Argentina), Carmenere (Chile), Pinotage (South Africa), Shiraz (Australia), and Sauvignon Blanc (New Zealand). All of these countries have multiple award-winning wines at a range of price points. Many of these wines excel in other wine-growing regions, too.
Don’t ignore France’s Rhone Valley, Sicily’s Nero d’Avola, or the Tempranillo from Spain, or a Vinho Verde from Portugal. American wineries, stop, don’t scream at my suggestions. These are all just taste teasers. There are so many possibilities that the reach into the expensive wine stratosphere feels out of place; wrong. It’s all about taste and value–a palate-pleasing approach to reality.
There are many wonderful wines under $20; some hover closer to $10–these are the wines restaurants need to be adding. Find a taste master, a sommelier if you are lucky, and create a new list, an affordable one, and watch wine sales improve.
Surprise yourself with the excitement a new list can evoke.
Sales will reward you.
DRM said
This seems like the no-brainer of the month. Do it on the one or two slowest nights of the week a see what the market brings.
allbeforecoffee said
Sounds logical and reasonable, but obviously it does not occur with the frequency the market place would support.
Cheery-O: The Good News Wagon « Allbeforecoffee’s Blog said
[...] As for wine sales, the same is true. The numbers are uplifting. We may not be drinking the most expensive wine, but we are drinking, and that helps make everyone happy. Remember there are plenty of great wines in the more affordable category. [...]