How to Boost Sales with Wine by the Glass?

Wine by the glass allows customers to enjoy small amounts of high-quality wine. Consumers are increasingly turning to this option because it gives them access to fine wines without having to buy a whole bottle.

Les Grappes offers some tips on how to boost your wine sales by serving wine by the glass. We’re addressing wine shop and bar owners, as well as restaurant owners who can serve a glass of wine as an aperitif or to accompany a meal.

How can we explain this new trend?

Selling wine by the glass has become widespread in France, with 9 out of 10 restaurants offering this option. Demand for this new way of drinking wine is particularly strong in wine bars and at restaurants during lunchtime.

This way of ordering is cost-effective for customers, who can enjoy fine wines at a reasonable price: buying a whole bottle can be off-putting not only because of the price but also because of the quantity involved. By ordering wine by the glass, we can avoid the endless debate over which bottle to order at a restaurant: everyone can drink what they want. This also allows people to moderate their consumption, meaning they drink less but better.

But also, and above all, selling wine by the glass is very profitable for the seller: it increases service turnover and proves to be more profitable than selling by the bottle. Indeed, while wine consumption is trending downward, this practice has led to a certain resurgence. Customers continue to drink wine thanks to the by-the-glass option, thereby sustaining wine sales. For restaurant owners or wine merchants, this method of consumption can be more profitable than selling bottles of wine, since the profit margins are higher.

While this option is cost-effective for customers, it is also profitable for the seller.

What do you get when you order wine by the glass?

Red wine seems to be the top choice when it comes to wine by the glass. Bordeaux, Provence, and Rhône Valley wines are particularly popular, though rosés also make a strong showing in the summer.

Wines served by the glass tend to be in the mid-range: table wines or grand cru wines are generally served by the glass—except in wine bars or high-end restaurants. The goal is to offer affordable wines; therefore, grand cru wines would be priced higher and thus in low demand, which would result in losses.

How much does it cost?

As you set the prices for your wine-by-the-glass menu, you’ll see why this approach is profitable.

A glass of wine served at a restaurant costs about 4 euros. A bottle costs between 25 and 35 euros.
The price per glass is calculated by dividing the list price of the bottle by the number of glasses it contains. A markup is then added. Thus, sometimes, because the multipliers used to calculate the bottle price are high, the glass is priced at the same rate as the bottle at the winery. The first glass consumed therefore helps make the bottle profitable!

By offering wines by the glass, you can boost and stabilize your wine sales, and ultimately increase your revenue—provided you set reasonable and attractive prices for a discerning clientele.

Tips for Boosting Sales

There is every reason to step up efforts to promote this type of consumption, as it helps boost wine sales. The idea is to attract consumers so that they buy wine and there is a real flow of sales.

To encourage wine-by-the-glass sales, you can start by creating a menu that showcases the wines you serve. The idea is to offer unique wines that pique customers’ curiosity, wines from small producers, or slightly more prestigious wines that will satisfy connoisseurs. In fact, the most popular wines by the glass are often mid-range: customers want to drink better.

You’ll need to pay close attention to the service, especially by presenting the bottle to the customer to build trust. Serve the wine at the right temperature, in the appropriate glasses. Enjoying wine by the glass remains a ritual for wine lovers!

Next, you can offer set menus that will increase the number of glasses of wine served. For example, suggest a glass of wine to accompany a main course or a platter. This will help promote the practice not only during the meal but also during the aperitif. Be sure to emphasize food and wine pairings.

Finally, set affordable prices: the plan must also be cost-effective for the consumer!

Take care when storing your bottles

However, this way of drinking has one major drawback: storing the wine. A bottle that isn’t finished in one sitting risks being exposed to air and losing its flavor. You can’t keep an opened bottle indefinitely, so you risk wasting some of it.

Don't let that put you off: there are high-quality lids and preservation tools available that will help keep your products fresh longer.

For more information, check out our tips on how to store an opened bottle of wine.

Need Assistance?

Are you a professional in the wine industry? Les Grappes is an online platform for professionals dedicated to selling wines from independent winemakers. We assist cafés, hotels, restaurants, and wine cellars in selecting wines, as well as in creating custom wine lists! Based on your project, your tastes, and your budget, we help you choose the best wines from over 800 independent winemakers through direct-to-consumer channels. Sign up for free so our team can contact you! For more information, visit our website.