How to Create a Wine List for a Restaurant Using the Wine Styles Technique.

Creating a wine list for a restaurant is a task that requires knowledge, sensitivity, and a strategic approach. A wine list is not just a list of beverages; it is an extension of the restaurant's concept, a tool to enhance the dining experience, and a competitive differentiator in the market. One of the most effective techniques for developing a wine list is the "classification by wine styles", which allows for intuitive and accessible wine and food pairings. In this comprehensive guide, we will explore how to create a wine list using this technique.

1. Understanding the Wine Styles Technique

The wine styles technique involves grouping wines according to their sensory characteristics, such as body, acidity, tannins, and aroma profiles. This approach simplifies the pairing process, as customers can quickly identify which wine style best complements their meal.

Here wines are divided into nine main styles:

1. **Sparkling Wines**: Light, fresh, and effervescent.

2. **Light Whites**: Delicate and refreshing.

3. **Aromatic Whites**: Floral and fruity notes.

4. **Structured Whites**: Fuller-bodied and complex.

5. **Rosés**: Balanced between whites and reds.

6. **Light Reds**: Smooth and easy to drink.

7. **Medium Reds**: Balanced and versatile.

8. **Full-Bodied Reds**: Robust and intense.

9. **Sweet Wines**: Marked sweetness, ideal for desserts.

This categorization simplifies the customer's choice and helps create a more fluid dining experience.

2. Understanding the Restaurant's Menu

Before selecting wines, it is essential to thoroughly understand the restaurant's menu. Each dish has flavors, textures, and intensities that can be enhanced or balanced by the right wine. Here are some questions to guide your analysis:

- What are the main ingredients in the dishes?

- What are the cooking methods (grilled, roasted, boiled, etc.)?

- What is the predominant flavor profile (acidic, sweet, salty, spicy)?

- Are there regional or ethnic dishes that require specific wines?

For example, a menu with many seafood dishes may benefit from light, acidic white wines, while a menu focused on red meats requires full-bodied reds.

3. Selecting Wines by Style

Based on the menu, start selecting wines that best complement the dishes. Use the wine styles technique to ensure each category is represented. Here are some suggestions:

Sparkling Wines

- Pairing: Appetizers, seafood, light dishes.

- Examples: Prosecco, Cava, Champagne.

- Serving Temperature: 6-8°C / 42.8-46.4°F

Light Whites

- Pairing: Salads, white fish, fresh cheeses.

- Examples: Sauvignon Blanc, Pinot Grigio, Vinho Verde.

- Serving Temperature: 4-6°C / 39.2-42.8°F

Aromatic Whites

- Pairing: Herb-based dishes, chicken, sushi.

- Examples: Riesling, Gewürztraminer, Torrontés.

- Serving Temperature: 6-8°C / 42.8-46.4°F

Structured Whites

- Pairing: Fatty fish, pasta with white sauce, aged cheeses.

- Examples: Chardonnay, Sémillon, Viognier.

- Serving Temperature: 8-10°C / 46.4-50°F

Rosés

- Pairing: Seafood, chicken, soft cheeses.

- Examples: Rosé de Provence, Rosé from Languedoc.

- Serving Temperature: 10-12°C / 50-53.6°F

Light Reds

- Pairing: White meats, pasta with tomato sauce, soft cheeses.

- Examples: Pinot Noir, Gamay, Beaujolais.

- Serving Temperature: 12-14°C / 53.6-57.2°F

Medium Reds

- Pairing: Grilled red meats, pizzas, semi-aged cheeses.

- Examples: Merlot, Sangiovese, Tempranillo.

- Serving Temperature: 16-18°C / 60.8-64.4°F

Full-Bodied Reds

- Pairing: Roasted red meats, aged cheeses, robust dishes.

- Examples: Cabernet Sauvignon, Malbec, Syrah.

- Serving Temperature: 17-19°C / 62.6-66.2°F

Sweet Wines

- Pairing: Desserts, blue cheeses, foie gras.

- Examples: Sauternes, Port, Moscatel.

- Serving Temperature: 8-14°C / 46.4-57.2°F

4. Organizing the Wine List

The organization of the wine list is as important as the selection of the wines. Here are some tips for creating a clear and attractive list:

Group by Styles

Organize the wines into sections according to the styles mentioned. This simplifies navigation and helps customers find the ideal wine for each dish.

Include Simple Descriptions

For each wine, include a brief description highlighting its main characteristics, such as grape variety, region, flavor profile, and suggested pairings.

Highlight Differentiators

If the restaurant has exclusive or award-winning wines, highlight them on the list. This can attract customer attention and justify higher prices.

Offer by the Glass

In addition to bottles, offer wines by the glass. This allows customers to try different styles without committing to a full bottle.

5. Training the Staff

The restaurant staff must be prepared to guide customers in choosing wines. Conduct regular training sessions so that waiters and sommeliers know the wine list thoroughly and can suggest pairings.

Knowledge of Styles

Explain the different wine styles and how they pair with the menu dishes.

Tastings

Promote internal tastings so the staff can experience the wines and understand their characteristics.

Communication

Teach the staff to communicate information clearly and accessibly, avoiding technical jargon that might intimidate customers.

6. Promoting the Wine List

Once the wine list is ready, it's time to promote it. Here are some strategies:

Tasting Menus

Create tasting menus that combine dishes from the menu with selected wines. This encourages customers to try different pairings.

Themed Events

Organize themed events, such as nights dedicated to specific wines (e.g., Portuguese wine night) or pairing workshops.

Producer Partnerships

Establish partnerships with wineries to promote specific wines and offer exclusive discounts.

Digital Marketing

Use social media and the restaurant's website to highlight the wine list, share pairing tips, and promote events.

7. Adjusting and Updating the List

The wine list should be a living document that evolves with market trends and customer preferences. Here are some practices to keep it updated:

Customer Feedback

Ask customers for feedback on the wines and pairings. This can reveal valuable insights for adjustments.

Rotating Labels

Introduce new labels regularly to keep the list interesting and attract customers looking for novelty.

Trend Monitoring

Stay attuned to wine world trends, such as the rise of natural or organic wines, and incorporate them into the list when relevant.

Conclusion

Creating a wine list using the wine styles technique is an approach that benefits both the restaurant and its customers. By grouping wines by sensory characteristics and pairing them with the menu, you offer a more cohesive and memorable dining experience. Moreover, a well-structured wine list and a well-trained team can become significant competitive advantages, increasing customer satisfaction and the restaurant's revenue.

By following the guidelines presented in this guide and using Professor Marcelo Vargas' infographic as a reference, you will be prepared to create a wine list that not only complements the menu but also elevates the dining experience to a new level. Experiment, adjust, and evolve your wine list according to your restaurant's needs and your customers' preferences. After all, in the world of wine, the pursuit of excellence is a continuous and discovery-filled process.