With the right approach, customers are much more likely to upgrade to a higher-priced wine or order an additional bottle with every meal.

The Institute of Masters of Wine clearly realizes the importance of on-premise sales to the wine industry’s continued vitality. We examine how MW candidates might have answered a theory question on the 2024 MW exam.

Here’s what came when Sommelier Business asked Chat GPT to generate a wine menu and its thought process. Kudos to the wines that made the list!