Our Thesis
The Case for a Better Wine Program
Most casual and mid-tier restaurants underserve their guests with wine programs that prioritize margins over experience, and a better approach is both achievable and profitable.
The Problem
Why most wine programs fail their guests, and the structural forces that keep them that way.
Distributor incentives drive selection
Restaurants rely heavily on a small number of large distributors who push volume brands with placement deals, buybacks, and spiff programs. The path of least resistance is to stock what the rep is incentivized to sell, not what pairs best with the menu. A Thai restaurant, a taqueria, and an Italian trattoria in the same city often carry nearly identical wine lists.
Staff cannot sell what they do not understand
Most casual and mid-tier restaurants provide zero wine training. Servers default to "would you like red or white?" rather than guiding guests toward a pairing. Research consistently shows that knowledgeable recommendations increase both check averages and guest satisfaction. People want to be guided; they just do not want to feel stupid.
The 3x to 4x markup model is broken
The traditional model of marking wine up 300 to 400% over wholesale has trained a generation of diners to view restaurant wine as a ripoff. Younger consumers, millennials and Gen Z, are more wine-curious than previous generations but also more price-sensitive. They will order a cocktail or skip alcohol entirely rather than pay $14 for a glass they can buy for $8 retail.
Climate is changing what "good wine" means
Rising temperatures are shifting viable grape-growing regions northward and making previously marginal areas increasingly interesting. Meanwhile, traditional regions are producing riper, higher-alcohol wines that do not always pair as well with food. The most exciting food-friendly wines right now are coming from lesser-known grapes and emerging regions, and those are exactly the bottles most restaurant lists ignore.
The Opportunity
A framework for restaurants that treat wine as part of the culinary experience.
Price for trust, not extraction
Keep bottle prices under $30 and glasses under $15. This signals to guests that wine is meant to be part of the meal, not a luxury surcharge. A lower markup (1.5x to 2x) on interesting wines moves more volume and builds repeat visits. The math works: selling 3 glasses at $12 beats selling 0 glasses at $16.
Rotate constantly
A static wine list gets stale and signals laziness. A rotating selection of 8 to 12 wines, tied to seasonal menu changes, creates novelty, gives staff something to talk about, and lets the kitchen drive the pairing conversation. It also lets you work with smaller producers who cannot commit to year-round placements.
Invest in stemware and presentation
Serving wine in appropriate glassware, where guests can swirl, aerate, and actually smell the wine, is a low-cost, high-impact signal of care. It transforms a commodity pour into a sensory experience. The difference between a proper wine glass and a thick-rimmed tumbler costs maybe $2 to $4 per stem and lasts hundreds of pours.
Train staff in 15 minutes, not 15 hours
You do not need sommeliers on every shift. You need servers who can say one confident sentence about each wine and suggest a pairing. A brief pre-shift tasting with the kitchen ("tonight's special is braised short rib, so pour this with the Frappato, and here is why") is more effective than a formal certification program.
Lean into unfamiliar grapes
Grüner Veltliner, Txakolina, Nerello Mascalese, Trousseau, Godello, Assyrtiko. These are not obscure for the sake of obscure. They are food-friendly, often lower in alcohol, higher in acidity, and priced well because they do not carry the brand premium of Napa Cab or Sancerre. The "I have never heard of this" factor is a feature, not a bug. It gives guests a story and a reason to trust the restaurant's palate.
If this resonates, let's talk about what it looks like for your restaurant.