The server holds all the power!

Imagine walking into a restaurant, opening the wine list, and being faced with a list full of hard-to-pronounce names, unfamiliar regions, and descriptions that might as well be in another language. Now, picture how different it would feel if the server approached you with a smile, understood your preferences, and suggested the perfect wine to pair with your meal. That’s the power of a server who knows the wine list inside and out.

In the restaurant world, the server is much more than someone who takes orders from the table to the kitchen. They are the bridge between the customer and a complete dining experience. And when it comes to wine, this role becomes even more critical. A server who understands wine not only helps the customer make a great choice but also becomes a strategic ally in boosting sales and building customer loyalty.

But why is the server’s knowledge of the wine list so crucial? For starters, many customers aren’t wine experts. They may feel overwhelmed by the options and, without confident guidance, end up sticking to what they know—or worse, skipping wine altogether. That’s where the server comes in. When they demonstrate knowledge and make recommendations with confidence, the customer feels secure enough to try something new. And let’s be honest, who doesn’t love being pleasantly surprised by a delicious wine they’ve never tried before?

Beyond building trust, a server who knows the wine list can create amazing pairings. Imagine a customer ordering a cheesy pasta dish. A well-informed server might suggest a fruity white wine or a light red that perfectly complements the flavors of the dish. This kind of recommendation not only enhances the customer’s experience but also increases the likelihood of them ordering a bottle—or at least a glass.

And there’s more: servers who understand wine can boost the restaurant’s average check size. With spot-on recommendations, they can suggest premium wines or special options the customer might not have considered on their own. And when the customer falls in love with the suggestion, they not only spend more during that visit but also return, bringing friends and family along.

But how do you turn a server into a wine expert? The first step is investing in training. They don’t need to become sommeliers, but they should know the basics about the wines on the list, such as the grape variety, region of origin, and flavor profile. Additionally, it’s important that they learn how to pair wines with the dishes on the menu. Internal tastings are a great way to put this into practice. When the team gets to taste the wines, it becomes much easier to describe them to customers convincingly.

Another tip is to provide support materials, such as simplified fact sheets with information about each wine. These sheets can include details like flavor profiles (whether it’s fruity, full-bodied, or light), ideal pairings, and even fun facts about the producers. This helps servers feel more confident when making recommendations.

And let’s not forget about incentives. Recognizing and rewarding servers who excel at wine sales is a great way to motivate the entire team to dive deeper into the subject. After all, when effort is valued, everyone puts in more work.

In practice, a server who sells wine masterfully is proactive. They don’t wait for the customer to ask for help—they offer suggestions as soon as they sense interest. And they do it in a simple, approachable way that doesn’t intimidate. Instead of talking about tannins and acidity, they describe the wine as “light and refreshing” or “full-bodied and full of personality.” And, of course, they personalize the recommendation by asking the customer if they prefer lighter or fuller wines, dry or sweet.

Finally, a good server knows how to highlight what makes each wine special. They might mention that a particular label has won international awards, that another is produced by a century-old family winery, or that a specific sparkling wine is perfect for celebrating special occasions. These details make all the difference in winning over the customer.

At the end of the day, the server is a key player in selling wine and ensuring customers have a memorable experience. Investing in your team’s knowledge of the wine list not only increases sales but also strengthens your restaurant’s reputation as a place of excellence. And let’s be honest, there’s nothing more rewarding than seeing a satisfied customer leave, already planning their next visit.

So, ready to turn your servers into wine experts? With training and support, they can become powerful allies in winning over happy, loyal customers.

If you’d like training tips or a wine curation service for your restaurant, just reach out.