How to organize a wine tasting in a restaurant?
Quick answer
Organising a wine tasting in a restaurant means choosing a theme (region, grape, vintage), selecting 5-8 wines in progressive order (lightest to boldest), planning simple food pairings, and setting a per-person price between EUR 35 and EUR 75. The sweet spot is 12-25 guests for a 90-minute to 2-hour event.
Detailed answer
Wine tastings are a powerful tool for building loyalty and generating extra revenue. A well-run event delivers 50-65% margin and creates emotional connections with guests.
Theme selection is crucial. Themes that work well: 'Tour de France in 6 glasses', 'Burgundy vs Bordeaux', 'Organic and natural wines', 'World grapes', 'Wine and chocolate'. A specific theme attracts a defined audience and makes marketing easier.
Wine selection follows a progression: start with a sparkling welcome pour, then 2 whites (crisp then rounded), 3 reds (light, medium, full), and finish with a sweet or dessert wine. Each pour is a tasting measure (50-70ml), which means 350-500ml per person — roughly 1 bottle for every 2-3 guests.
Pricing should cover: wine cost (30-35% of the ticket), nibbles (10-15%), labour (host, service), and margin. EUR 45-65 per person is the Belgian standard for a quality event. With 20 guests, that is EUR 900-1,300 in a single evening.
Logistics are simple but important: proper glasses (at least 2 per person, INAO-style preferred), spittoons, printed tasting sheets, and a dedicated space (private room or the restaurant on a quiet night).
| Item | Estimated cost (20 guests) | % of budget |
|---|---|---|
| Wines (6-8 references, 8-10 bottles) | EUR 80 - 150 | 30 - 35% |
| Nibbles / cheese | EUR 40 - 80 | 10 - 15% |
| Glasses / tasting supplies | EUR 20 - 40 (reusable) | 5% |
| Host / sommelier fee | EUR 100 - 200 | 20 - 25% |
| Net margin | EUR 150 - 350 | 30 - 40% |