In a world brimming with a multitude of wine offerings catering to adventurous palates, crafting a compelling wine list is the hallmark of any establishment that serves wine. Consumers today are more experimental than ever, seeking unique experiences and expecting establishments to offer something fresh and exciting. This makes it all the more essential for wine programs to be adaptive of changes, twisting and bending to accommodate evolving trends and preferences with finesse.

In order to pin down the basics of what it takes to curate the perfect wine program, Sommelier Business took the opportunity to pick Sandra Taylor’s brain. A Silver-Pin Certified Sommelier, Head Sommelier, Buyer & Rosé Maker for The Las Vegas Raiders, and Chief Ambassador for Waldorf Astoria Beverly Hills, Taylor shares her experience and insights that go into creating a wine program that will entertain both wine connoisseurs and novice drinkers alike. Here’s a deep dive into her expert insights on building a wine list that not only captivates but also thrives in today’s dynamic market.

Know Your Audience: The Foundation of a Great Wine List

For Sandra, everything starts with understanding her clientele. “I enjoy talking to my customers and getting a feel for what they like and what they’re in the mood for,” she shares. At Allegiant Stadium, her customer base is as varied as the wines she curates, spanning a wide range of ages, tastes, and preferences.

Engaging with customers, combined with attending tastings and trade shows, helps her stay on top of emerging trends and bring fresh, exciting options to the table. This direct interaction not only informs her wine list but also ensures it resonates with the people who matter most—the drinkers.

Spotting Emerging Trends

Consumer choices are no longer driven solely by flavor; values like sustainability and wellness are increasingly shaping preferences. “Organic is big. Biodynamic is big,” Sandra explains. “Lesser-known regions and varietals are also exciting for customers who want to explore terroir expressions and discover how grapes thrive in different parts of the world.”

These preferences underline the importance of a wine list that balances familiarity with novelty. Offering crowd-pleasers alongside hidden gems ensures that both seasoned wine enthusiasts and curious newcomers find something to sip on.

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Sales-Driven Selection: What Stays and What Goes

Creating a dynamic wine list requires a keen eye on performance. Sandra emphasizes that her decisions rely notably on sales: “If we continue to sell a wine and have demand for it, it will stay on. If we go a season without selling a bottle, it’s removed. Simple as that!”

This data-backed approach ensures that the wine list remains lean and relevant, eliminating stagnation and allowing room for fresh additions.

Pairing for the Seasons

A great wine list doesn’t just evolve with sales—it evolves with the seasons. Sandra aligns her selections with seasonal menus, ensuring the wines complement the chef’s creations. “I carefully curate each wine to match the dishes we’re serving, making the pairings both fun and pleasing to the palate,” she says.

Seasonal updates keep the wine program fresh, giving customers a reason to return and discover something new with every visit.

Listening to Feedback

Feedback is the compass that guides Sandra’s wine program. Whether it’s praise for her Rosé at Allegiant Stadium or criticism of a particular offering, she takes customer opinions seriously. “Even one bad review can prompt an immediate change,” she notes.

This responsiveness not only elevates the guest experience but also builds trust and loyalty, encouraging repeat business and glowing recommendations.

The Challenges of Diversification

Updating a wine list is not without its risks. “It’s always a gamble,” Sandra admits. Stocking multiple cases of a new wine involves a leap of faith that it will resonate with customers. To mitigate this, she relies on her understanding of her audience and carefully monitors their reactions to new additions.

Image Credits: Sandra Taylor

Advice for Aspiring Sommeliers

Sandra’s golden rule for curating a successful wine list? “Know your customer.” Understanding what they want and delivering it in a way that feels both thoughtful and adventurous is the key to success.

She also advocates for offering a diverse range of options while respecting the culinary context. “Although I live by the rule of ‘Italian food, Italian wine’ and ‘French food, French wine,’ there are always exceptions,” she explains. Knowing when to break these rules comes with experience and a deep understanding of your audience’s tastes.

Crafting a dynamic wine list is an ongoing process that demands creativity, adaptability, and a customer-first mindset. By staying attuned to trends, listening to feedback, and aligning with seasonal and market shifts, Sandra Taylor exemplifies how to create a wine program that delights and endures.

For sommeliers and restaurateurs looking to refine their wine offerings, her advice is clear: build relationships with your customers, embrace change, and never stop learning. After all, a great wine list isn’t just about what’s in the glass—it’s about the experience it creates.

Header image sourced from Sandra Taylor.

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