How to create a wine list for a restaurant?
Quick answer
An effective wine list covers 40-80 references organised by style (sparkling, whites, rosés, reds, desserts), with 3 price tiers and seasonal rotation. The target: minimum 30 % gross margin.
Detailed answer
A wine list is a strategic commercial tool, not just a catalogue. Here are the principles for designing one effectively.
The structure must be intuitive. The most readable organisation follows service categories: sparkling/Champagne, whites, rosés, reds, sweet/dessert wines. Within each category, arrange by region or style (light to full-bodied).
Depth depends on positioning. A bistro might carry 30-40 references, a fine-dining restaurant 80-200+. The golden rule: every wine on the list must be available. Nothing frustrates a guest more than an out-of-stock selection.
Pricing strategy relies on three tiers: entry-level (wine by the glass, 5-8 EUR/glass), mid-range (bottle 25-50 EUR, the sales engine), and prestige (50 EUR+, the restaurant's showcase). In Belgium, the average restaurant markup is 2.5-3.5 times the ex-VAT purchase price.
Wine by the glass is a powerful lever: it lets guests explore and increases average spend. Offer 6-10 wines by the glass with regular rotation.
Engage a sommelier or consultant for the initial selection. At 20hVin (La Hulpe) or La Cave du Lac (Genval), the teams offer advisory services for restaurant professionals.