Creating a wine list that reflects your venue’s character, complements your food offering, and delights your guests takes insight, creativity, and a touch of strategy. Whether you run a cosy bistro or a high-end restaurant, your wine list can elevate the dining experience and support your overall profitability.
We’ve pulled together 8 top tips to help you create a wine menu that your customers will love and that works for your venue.
Why your wine list matters
Your wine list reflects your venue’s identity. A well-curated selection enhances the overall dining experience, encourages customer exploration and upselling, reinforces your brand, and builds trust with guests. In fact, a thoughtful wine list can significantly influence customer satisfaction and spending.
8 effective ideas for building a wine list
To help you get started, we’ve outlined eight practical tips for building a wine list that works for your venue.
1. Match your wine to your menu and atmosphere
Your wine list should feel like a natural extension of your food offering. If you serve Italian cuisine, lean into Italian wines. A modern British menu? Consider showcasing English sparkling wines or lesser-known European varietals. The goal is harmony - wine that complements your dishes and suits your venue’s tone.
2. Build a structure
Make it easy for guests to find what they’re looking for. Organise wines by style (e.g. crisp whites, full-bodied reds), country, or grape variety. A clear structure encourages browsing and helps staff make confident recommendations as they can get to know the menu better.
3. Use price laddering thoughtfully
Offer wines at a range of price points to suit different budgets. Start with accessible options and gradually move up. This approach encourages guests to explore without feeling overwhelmed or priced out.
4. Don’t put premium in its own section
Avoid placing high-end wines in a separate section. Instead, integrate them within categories so they feel approachable. This subtle shift can encourage guests to trade up without pressure.
5. Encourage trade ups of favourite styles with premium alternatives
If your guests tend to order Pinot Grigio or Sauvignon Blanc, offer elevated versions of those styles - perhaps a Gavi di Gavi or a Sancerre. It’s a gentle way to introduce variety and increase spend.
6.Consider suppliers
It's important to choose a supplier who can deliver against the expectations of your wine list. You'll want to work with someone who understands your venue and what your offering is. Here at Matthew Clark, we’re all about working with our customers to curate a range that suits their needs. Get in touch today to learn more enquiries@matthewclark.co.uk
7. Make it visually appealing
Design matters. Use clean fonts, clear categories, and concise descriptions. Consider adding pairing suggestions or icons to guide choices. A well-presented list feels more inviting and professional.
With Millennials and Gen Z in mind, are there any Instagrammable, ‘as-seen-on-TV’, or influencer-endorsed wines you could add to your list to ramp up its visual appeal? This kind of touch can add a whole lot of social traction with minimal effort on your behalf.
8. Customer feedback
Pay attention to what sells, what gets left behind, and what guests ask for. Use this feedback to refine your list over time. A responsive wine list shows you care about what your customers want and keeps your offering fresh.
Create a winning wine list today
A great wine list isn’t static. It grows with your venue, your menu, and your guests. Keep it seasonal, stay curious, and don’t be afraid to experiment.
The team here at Matthew Clark can provide the step-by-step support you need to curate the ultimate wine list. That includes an impressive collection of carefully selected wines, to seamless delivery and tailored training courses.
For more information about our wine products or hospitality training, please contact us at 01275 891 400 or email enquiries@matthewclark.co.uk.
