Overall, having a load of awesome, quirky and esoteric wine on your list is fun. But in reality, it isn’t even half of the battle. 

Getting guests through our doors and maximising their experience is so important after the effects of 2020. A great wine list will go some way to getting bums on seats, but a team of legends who can sell them is way more effective and investing in the team is so important. 

As always, there are two halves to listing a wine:

  1. Get the right wine on the list, at the right price, in the right place for the customer, your customer
  2. Get the team behind the wine. 

You can’t do one without the other. Well, you can, but not with any real success. 

I can’t say it enough, the only way that your team can successfully execute your wine list, is if they have tried the wines and they have been given the chance to form their own opinions about those listings. 

They don’t need to be knowledgeable; they just need to be confident. Wine confidence only takes a smidgen of knowledge. Wine training is about flicking switches with your team. Work on some basic wine confidence training, and you will soon see which lights turn on. If the lights do switch on, then it’s time to nurture that. If they don’t, then at least they will be confident, and confidence sells. 

For more information about how to make your team Wine Confident, drop me a line…


Harry Crowther

Founder & Legend

Why listing less ‘traditional’ wine with a more familiar style will improve your wine list profitability.


How your wine list diversity will play a crucial role in getting more customers in the new normal.

Like a good wine, a profitable wine list needs to show balance. Engineering a wine list with bins that tick the box for 100% of your customers is not an easy thing to. My latest article with The Buyer outlines how your approach to your wine list construction and team training can tip the balance for the cautious consumer post covid. 


One such way is showing diversity in your wine category is a balance of styles. Balance and diversity come hand in hand. I recently spoke to a good friend of mine who runs a great wine list in Bristol. He told me that they have just listed a Macedonian range of wines at the ‘house +1’ price point on the list. Apparently, it’s doing really well. This is a good example of wine list diversity. A chance to keep things new and fresh for the customer whilst not asking them to spend much money. Discoverable and affordable. 


We visit our favourite bars and restaurants for the experience. Not only to try new things, but to have our perceptions of quality pushed further than they would be at home. With this in mind, having diversity of pricing on the wine list is all important too. 

I shudder when I see the ‘popular’ varietals being under-valued on a list. Malbec, Pinot Grigio or Sauvignon Blanc listed far cheaper than they should be. These wines will always sell, so let’s get them on the list a be brave with your pricing. This isn’t wine list blackmail. This is being diverse with the quality of our faster moving wines within our category. Speak to your supplier, taste every single Pinot Grigio they have to offer, find the best one you can and don’t be afraid to charge a premium for it. 

But remember…

As always, this will all be for nowt if the team are not behind the listings. You’ll be surprised how many guests will go for the more exotic wines of the world, or are happy to pay a premium for the favourite wine with just a small nudge out of the door from your team. Get the team behind it, and the customer will follow. 


Harry Crowther, Founder & Legend

We continue profiling our audiences in hospitality in this post with Miranda. Make sure that your team is well trained to get the most out of this customer, the opportunity for the upsell is real…

Enthusiastic Miranda

Miranda drinks all sorts. She probably starts off with a G&T or a cocktail before moving into the wine category- legend.

Importantly, Miranda is quite open to trying new things and will engage in most drink categories. Lightbulb. Always offer Miranda and her friends a range of wine. Keep your category fresh, change up your by the glass offering regularly and ALWAYS offer a glass of fizz, or anything as an aperitif, they’ll go for it, trust me.

Miranda is the most likely to ask your team for an orange, or organic wine, or something with some green credentials. Again, make sure you have considered these for your wine list and if you have, it is essential that your team is clued up on them and well trained.

Much like Ryan and his mates, Miranda also over-indexes on spending and consumption. She represents 20% of the consumer base in the on-trade, and accounts for 30% of the spend.

The common theme here is simple. Train your team to keep on offering choice and make sure they are ‘wine confident’. A wine confident member of staff will be able to upsell better wine to Miranda, get your best wines on to the table and maximise the guest experience.

Good luck!

For a full list of who you are serving, head on over to my article at The Buyer


Harry Crowther,

Founder & Legend

Adapted from PROOF insights