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...doesn't have to be so. First, let's try to decide if the glass is half full or half empty.
It's true that many restaurateurs view wine-by-the-glass sales as something to be tolerated, but not actively promoted, because it seems to generate so little revenue per table when compared to bottle sales. To some, it's an unwelcome alternative to wine by the bottle and for them, offering wines by the glass is an easy out for those customers who are too cheap to buy bottle. Despite long-term industry evidence to the contrary, those restaurateurs maintain that by-the-glass sales cut into bottled wine sales.
The facts show otherwise. For more than a decade, consumers have responded to health and legal issues regarding alcohol by drinking less, but better quality wine. While the last 20 years have seen sales by volume in slight decline, sales by dollars have risen in each and every one of the last 20 years.
Even among those operators who accept the importance of selling wine by the glass, the glass list often contains the smallest possible number of wines, and represents only what is minimally necessary to please customers. Yet if the wine program is expected to generate enthusiasm among the employees, let alone among the customers, then the wine-by-the-glass program is where it begins.
The wine-by-the-glass...
NOTE: All illustrations and photos
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More articles from Wines & Vines
The next big thing.(Opinion ANALYSIS), December 01, 2005
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