Wine by-the-glass (BTG) programs form an essential component of restaurant and wine bar sales. If properly implemented, BTG sales can be highly profitable, lead to return business and result in larger-ticket bottle sales. 

Sommelier Business has collected a wealth of information, facts, and professional advice on BTG programs, also highlighting and explaining how BTG fits into an overall wine program. These articles will be of substantial use to restaurant owners, floor sommeliers, and wine directors.  

Wine importers and distributors should also understand how BTG programs work and which wines in their portfolio will perform well in their clients’ restaurants. So, a great place to start is the article on Wine Pricing: Strategy, Profitability, and Adjustments. “When it comes to wine by the glass, there are industry standards for developing a pricing strategy.” Learn about them here and how BTG fits into overall wine pricing.  

You can then take a deeper look at BTG with the article Your Wine By the Glass Program: Selections, Pricing and Merchandising and The Economics Of Wine-By-The-Glass Programs. Learn how, “in today’s competitive market, a well-executed wine-by-the-glass program can significantly enhance a restaurant's appeal and profitability.” These Sommelier Business articles explain how  through operational aspects and best practices, “sommeliers and restaurant managers can create a dynamic, profitable, and customer-focused wine program.” 

Success lies in the details, so of course, Don’t Ignore Your Wine Glasses! Glass purchasing decisions can impact every BTG program’s profitability. 

Finally, salesmanship is an essential part of any sommelier or waiter’s job. These two articles provide plenty of practical advice:  For Restaurateurs: Ten Ways to Sell More Wine-Tonight! and Proven Ways Sommeliers Can Promote Wines by the Glass. If you want concrete, immediately implementable advice on BTG sales techniques, look no further. 

By leveraging the expert advice and strategies detailed here on Sommelier Business, sommeliers, importers, and distributors can optimize their wine-by-the-glass programs to boost profitability and customer satisfaction. Understanding the nuances of pricing, selection, and salesmanship is crucial for creating a dynamic and successful wine program. As you navigate these resources, remember that the key to a thriving BTG program lies in attention to detail and a commitment to excellence. Whether you are refining your current offerings or launching a new initiative, these insights will help you maximize every sales potential.

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