Section V: The Business of Section V: The Business of WineWine

Chapter 19: Selling and Serving Wine

Wine Service and the Role of the Wine Service and the Role of the SommelierSommelier

The modern view of the sommelier focuses on supporting the guest in the restaurant wine experience. • Designing and printing the wine list• Acquiring and maintaining inventory• Selling and serving the wine tableside• Suggesting appropriate wine and food pairings

Can be full-time or have duties divided between staff

All staff must be prepared to discuss and sell wine.

Promoting Successful Wine Promoting Successful Wine SalesSales

Added value• Appropriate, polished glassware• Professional level of service

Guests should be supported from the time they arrive to the time they leave.

Loyal, repeat business should be the cornerstone of any operation.

Guests view purchasing a bottle of wine as an investment in their experience at a restaurant. Staff should treat it similarly.

Encouraging On Premise SalesEncouraging On Premise Sales

A potential wine sale begins before the guest even walks through the door.

Once the guest enters the premises, wine sales take on new dimensions.• Featured Wines• Setup for Sales• Server Suggestions• Menu Suggestions• Visible Storage and Special Seating• Wine Dinners

Bringing Their Own BottleBringing Their Own Bottle

Some operations don’t have liquor licenses. Some restaurants charge a corkage fee.

• Helps compensate for:• The loss of a sale from the restaurant’s own wine list • The costs associated with the server’s efforts and

glassware provision.

Tableside Wine Service: Glasses Tableside Wine Service: Glasses FirstFirst

There are almost as many different types of wine glasses as there are types of wine.• Wines smell and taste better in the appropriate wine

glass.• Multipurpose glassware is not ideal.

The amount of wine poured should never be more than about 2/3 of the space in the glass.

Durability is one of the most important factors in purchasing wine glasses.

Service staff should be trained to properly polish glasses.

Proper Serving TemperaturesProper Serving Temperatures

Wine is at its best at the appropriate temperature.

Proper Wine Serving TemperaturesSparkling Wine 41ºF (5ºC)

White Wine 50° to 59ºF (10° to 15ºC)

Red Wine 59° to 65ºF (15° to 18ºC)

Opening the WineOpening the Wine

Wine should arrive promptly after being ordered. Bottle should be wiped clean before being shown. Server should tell the guests the:

• Vintner• Varietal• Vintage

Options• Wine keys (corkscrews)• Removing the cork• Serving Wine from a bottle with a screwcap

Corks and Cork TaintCorks and Cork Taint

Cork taint is a musty smell associated with natural cork.• Occurs when the cork has been exposed to mold growth.• Affects approximately 3-5% of wines

Cork taint is a bottle-specific fault.• It’s unlikely the next bottle out of the case will be

corked. Cork manufacturers are changing processing

methods to combat the problem. Move away from natural corks is gradual due to

tradition and concern for consumer reaction.

The Taste TestThe Taste Test

After removing and presenting the cork, the server should pour a sample of the wine to be evaluated.

The pour should be about 1 ounce, just enough to taste the wine and evaluate the aromas for flaws, but not much more than a sip.

If a party ordered both a white and a red wine, the server should be bring two glasses to use for tasting.

If a party orders a second bottle of the same wine, it is appropriate for the server to bring a new glass.

Sending Back the WineSending Back the Wine

Resolving guest dissatisfaction should be taken seriously and addressed promptly.

If the wine truly is flawed, it can be• Used to educate staff in the detection of flawed wine• It could be sent back to the distributor for credit

With properly trained staff who work to help the guest make appropriate selections, the chances of a guest refusing a bottle of wine can be greatly lessened.

Pouring the WinePouring the Wine

Pour for the ladies first, then the gentlemen, and end with the host.

The server should pour from the guests’ right side unless otherwise restricted.

If the pour size is controlled properly, all guests can be served some without the need for another bottle.

Whites are usually brought before reds, but if two whites or two reds are ordered, the server should prompt the guest for guidance on their preference.

Some parties may desire to pour the wine themselves and may ask the server not to pour once the initial pouring is done.

The wishes of the guests should be honored at all times.

Decanting the WineDecanting the Wine

Involves separating the wine from the bottle sediment

A decanter is used to serve the wine after separation. The goal of decanting is to pour the clean wine off the

top of this sediment and leave the gritty residue in the bottle.

Some guests may request the wine be aerated. The server pours the wine into a decanter to

oxygenate it prior to pouring for the guests. Bottles the size of four or more regular bottles may

need to be handled by two service staff members.

Serving Sparkling WineServing Sparkling Wine

When the cage is loosened, great care must be taken with the cork because there is significant pressure inside the bottle.

The cork may a tendency to fly out of the bottle, and it should be carefully controlled.

The glasses should be partly filled, and the foam should be allowed to settle slightly before each glass is topped off.

Staff TrainingStaff Training

A basic staff training program can easily be set up to:• Allow the staff to increase their knowledge and

understanding of wine• To help ensure that wine-drinking guests are getting the

best level of service possible Getting the staff comfortable with the basics of

wine forms a solid foundation for ongoing training. Types of staff training:

• Training during staff meetings• Using wine selling points

Serving ResponsibilityServing Responsibility

The concept of serving your guests alcohol in a way that • Meets their needs as customers• Protects them and your restaurant from potential harm

A restaurant’s alcohol license is a valuable asset, and it can be revoked for not following the law. • The drinking age in the United States is 21.• Servers should be aware of how different alcoholic

beverages affect the body.• It is the server’s responsibility to cut off a person who

has had too much to drink.

When a Customer Has Had Too When a Customer Has Had Too Much to DrinkMuch to Drink

Deal with the situation as early as possible. Be discrete, this will likely be an embarrassing

situation for everyone involved. Inform the patron that the law requires they do

not serve to someone who is intoxicated. Apologize for the situation, and inform them

they would be welcome to come back on another night.

Do your best to see that they have a safe way to get home.

The Responsibilities of a ServerThe Responsibilities of a Server

Be a good sales person who is knowledgeable about wine and promotes sales.

Be a good host, keeping their guests happy and helping to keep them from potential harm.

Be a bit of a police officer that makes sure no laws are broken and protects the restaurant from liability.