How to Sell Wine in a Restaurant: 10 Real Lessons from the Floor (with a Nod to Organic and Biodynamic Wines)
- danwilsommwine
- Apr 7
- 7 min read
Selling wine in a restaurant is about much more than just recommending a bottle or memorising tasting notes. It’s an art that involves reading your guest, understanding their needs, and seamlessly integrating wine into the dining experience. In today’s world, with an increasing interest in organic, biodynamic, and low-intervention wines, this art has become even more important.
Now more than ever, it’s time to embrace sustainable wines, not just as a trend, but as a smart business strategy. Here are ten essential wine sales strategies that will help you elevate your wine program, boost sales, and create memorable experiences for your guests. All told through relatable, real-life moments, these strategies demonstrate how to introduce sustainable wines without ever coming off as a “hard sell.”
1. Know Your List Inside and Out
Imagine this: a guest asks for “something fresh and white.” The server, armed with knowledge of the list, doesn’t flinch. She immediately recommends a bottle of Verdicchio from a small biodynamic estate.
“It’s crisp, a little saline, and pairs beautifully with seafood,” she says with confidence.
The guest is intrigued, and just like that, a £50 bottle is sold—without hesitation.
Knowing your wine list, particularly the higher-margin sustainable bottles, leads to faster decision-making and higher average spend. When your team is familiar with the wines and can speak knowledgeably about them, they can offer solutions that hit the mark every time. This confidence will lead to more upsells, as your guests trust your recommendations.
2. Pair Wine with Emotion, Not Just Food
Selling wine isn’t just about what pairs well with the dish—it’s about what pairs well with the moment. One night, a guest tells the server, “I just want something comforting. It’s been a long week.”
The server, thinking for a moment, responds: “I’ve got just the thing. A biodynamic Syrah—peppery, dark, and kind of like a wool jumper in a glass.”
The guest smiles and says, “That sounds perfect.” They order the bottle.
Emotion-driven pairings can be an extremely effective way to sell premium wines. When guests connect emotionally with a wine, they’re more likely to feel good about spending extra on it. A well-timed, thoughtfully curated wine recommendation can leave your guests feeling satisfied, and they’ll likely be back for more.
3. Use Open-Ended Questions
A couple sits down, and the server notices that they’re not sure where to start with the wine list. They admit that they usually drink supermarket reds.
This is the perfect opportunity to use an open-ended question to help guide them. The server responds: “How about something bold and familiar, but with a little more character? I’ve got a lovely organic Monastrell—it has a lot of body but is still approachable.”
The couple agrees to give it a try, and they end up purchasing a bottle—and even order a second glass for dessert.
Using open-ended questions invites guests into the process of selecting wine. This approach makes them feel involved in the decision and allows them to express what they’re looking for, leading to a more comfortable and confident purchase. When guests feel like they have a say in what they’re drinking, they’re more likely to spend more.
4. Tell Micro-Stories
Wine is all about storytelling. When a server presents a wine to a guest, it’s not just about describing the flavor profile, it’s about connecting the guest with the story behind the bottle.
“This rosé is from a small, woman-led winery. They dry-farm and follow biodynamic principles it tastes like summer in a glass,” the server explains.
The guest responds: “I love the story behind it. I’ll take a bottle.”
Bottles with compelling backstories often sell themselves. Guests connect not just with the wine, but with the ethos and sustainability behind it. Wines with stories tend to be higher-margin, and they create a memorable experience for guests, driving loyalty and repeat visits.
5. Start Small, Upsell Naturally
It’s always a good idea to give guests a chance to try before they buy especially when introducing them to premium or sustainable wines.
“Would you like to try two organic whites before deciding?” the server asks.
The guest agrees, and after tasting, they order a bottle of their favorite and even take another one home with them.
Starting small with a taste can lead to bigger spend. When guests try a wine and enjoy it, they’re more likely to purchase a bottle. Tasting builds trust, and trust is crucial for upselling successfully. By offering a taste of something new and exciting, like an organic wine, you increase the likelihood of a sale while providing an enjoyable experience.
6. Leverage Tastings When Possible
A group is debating between two natural wines, unsure which to choose. The server suggests, “Would you like to try both before deciding?”
They do, and end up ordering both wines—and adding food to pair with them.
Low-waste tastings are one of the most effective ways to sell more wine. Offering guests a chance to sample a few wines increases excitement and drives sales. It also provides an opportunity for your team to explain the differences between organic and biodynamic wines, making guests feel more confident in their choices.
Tastings also encourage guests to pair wines with food, which can boost both bottle sales and menu item sales. It’s a win-win for everyone.
7. Read the Table
Being able to read the table and recognize when it’s the right time to recommend a celebratory wine is a key skill for increasing wine sales.
A table is celebrating a special occasion, and the server recognises the opportunity.
“I’ve got a beautiful bottle of organic sparkling wine,” the server suggests. “It’s the perfect way to kick off your night.”
The guest agrees, and the bottle is sold for £60 before the first course even arrives.
Spotting celebratory moments is crucial for upselling wines, particularly those with higher price points like organic sparkling wines. Guests are often willing to splurge on a special bottle when it feels like a fitting part of the celebration.
8. Watch Body Language
Sometimes, the key to a sale is recognising when a guest isn’t sure what to choose. A couple looks at the wine list, clearly overwhelmed. The server, noticing their hesitation, offers a low-pressure suggestion: “How about this natural red—it’s gentle, easy-drinking, and great with a variety of dishes?”
The couple agrees, and after enjoying a glass, they decide to purchase a bottle for an easy sale.
Low-pressure suggestions allow guests to explore new wines without feeling pushed. By reading body language and understanding when to step in, you can make confident recommendations that lead to more sales, with minimal risk of overwhelming or alienating guests.
9. Train with the Kitchen
Collaboration between the front-of-house and kitchen teams can help to increase both wine sales and the overall guest experience. When the kitchen introduces a new seasonal dish, it’s crucial for the wine team and waiters to suggest pairings that complement the flavors.
When a new mushroom dish goes on the menu, the waiter recommends a biodynamic Sicilian white to pair with it. The wine is a hit, and soon it becomes the most-requested pairing.
Smart, seasonal pairings increase bottle sales and strengthen guests’ confidence in the overall experience. By training your staff to pair wines that align with the food menu, you can create a seamless, memorable dining experience that drives both sales and customer satisfaction.
10. Confidence is Key
The most important factor in selling wine successfully is confidence. When your team is knowledgeable and confident about the wines they’re recommending, guests are more likely to trust their suggestions.
“Trust me—if you love Pinot Noir, this biodynamic one will blow you away,” the server says with enthusiasm.
The guests nod and agree to try the bottle, which costs £110.
Confidence in your wine recommendations doesn’t just help boost sales—it helps build trust with your guests. Skilled staff members who believe in the wines they’re selling can upsell with ease and create an experience that feels personal, rather than pushy.
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How These Strategies Impact Your Bottom Line
When implemented correctly, these ten strategies can significantly increase your restaurant’s wine sales and profitability. Here’s how:
1. Higher Check Averages
By recommending bottles over glasses, premium wines over house pours, and seasonal pairings, your team can increase revenue per table. Sustainable wines, often priced at a higher bracket, can be sold as part of a thoughtful, well-curated experience that doesn’t feel like an extravagant splurge but rather a natural choice for the occasion.
2. Better Table Turn Times
Well-trained, confident staff can help guests make decisions faster, allowing for a more efficient service during busy times. This means quicker table turns and more opportunities to upsell.
3. Increased Guest Loyalty
Guests who connect with your wine program and feel good about their wine choices will likely return. Wine stories create emotional connections, and when guests trust your wine recommendations, they are more likely to become repeat visitors and even recommend your restaurant to others.
4. Boosted Bottle Sales and Off-Premise Add-Ons
Tastings and storytelling often lead to guests buying takeaway bottles, signing up for wine clubs, or making retail purchases. Biodynamic and organic wines are particularly attractive to a growing demographic of curious, environmentally conscious consumers.
5. Staff Empowerment Equals Higher Sales
When your servers feel empowered to guide guests through the wine list and make personalized recommendations, they become more confident and motivated. This boosts team morale and results in consistent upselling across your restaurant.
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Final Thoughts: Wine Service is Your Most Profitable Form of Hospitality
A well-curated wine list, especially one that emphasises organic, biodynamic, and sustainable wines, can be one of the most profitable aspects of your restaurant. However, a great
wine list is only effective if your team knows how to sell it with confidence and care. With proper training, a guest-first mentality, and a focus on storytelling, wine becomes an integral part of the dining experience.
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