Get a listing
Tips for putting together a wine list
by wine consultant, Peter McCombie MW
How would you recommend marketing a pub's wine offering?
The best way is by tasting. Don't be afraid to let customers sample wines before they buy, especially if it's a wine you are listing for the first time, or challenge regulars to try a new wine.
Staff training is also important. Staff should be able to describe the wines they serve in a simple, straightforward way, and ideally in their own words. Don't ask your supplier to come in once a year and rush though the wines. Do it systematically and regularly. Think about a basic WSET (Wine and Spirit Education Trust) level 1 course too - it's a great course for beginners, boosts confidence and can help staff retention.
How many wines would you recommend pubs put on their list?
How long is a piece of string? I think short lists are best but that doesn't mean you need to leave them static. Introduce new wines slowly, losing poor sellers and keeping good sellers, but don't be afraid to change best-selling wines. Regulars want to see familiar wines but also want to see change. Also think seasonally - rosé in spring and summer. List heavier reds in the winter and lighter ones in the summer.
How detailed should a description of a wine be?
A simple one-liner can be great if it is thoughtful and you avoid wine merchants' jargon. Customers don't want or need poetry so use simple descriptors like "fruity" or "fresh" and perhaps a recommendation of a dish or two on your menu that it might work with. Avoid clichés such as "classic". Think of yourself as a customer and see if the description actually tells you something about the wine.
What sort of price is right for a house wine?
Don't get hung up on percentage margins. One of the biggest operators in the country looked at average profit per customer per visit. When they upgraded their wine list they introduced better wines at higher prices but not higher margins: this improved wine sales and kept their customers happy. Don't fool yourself (or let yourself be fooled by a smooth salesman) into buying the cheapest wine. Insist on sampling the wine and perhaps ask one or two wine-drinking regulars what they think. A good house wine will encourage people to have another glass. Trial the wine. If it's no good, ditch it and try something else.
What sort of wine should be a house wine?
House wines should have decent fruit, above all. They should not have too much personality but neither should they be totally bland and boring.
It might sound obvious, but "drinkability" is definitely the key.
How many wines by the glass should a pub generally offer?
As many as it can handle and keep these fresh. Start small and build up the number. Aim to sell the contents of a bottle within two days if possible.
Preservation systems can be useful but they are expensive and may be supplied by merchants as a way of locking you in. Beware - they are not doing you a favour. Make a rational decision. A gas system might be right for you and your pub but the first decision should be about wine quality and service.
Whatever you do, learn to manage your "by the glass" wines to maximise profit and customer satisfaction. One simple step is to date every bottle when it's opened. Other simple tips include making sure all wines are re-corked immediately and checking them by smell at the beginning of every session.
Peter McCombie MW will be presenting a variety of seminars at Wine+.
For further information
on Peter's wine
consultancy services visit www.petermccombie.com
