| Over the past three decades,
serving wines by the glass has evolved from the occasional
accommodation into one of the most important and profitable of
all beverage sales. While bartenders in the sixties had to
forage in the depths of the refrigerator to find a bottle of
wine, many today report that wine is their most requested
beverage. To satisfy customer demand, many establishments
have greatly increased the number of wines offered by the glass,
and it is not unusual for restaurants to generate more income
from the glass sales than from full bottle sales.
How did the perception of, and demand for,
wine by the glass change so dramatically? The answer lies
in how wine is currently viewed in America. Once
considered a daytime drink, as well as an acceptable alcoholic
beverage for ladies, a glass of wine is now considered an
elegant, refined, and proper choice. Ordering wines by the
glass eliminates the problem that arises when one patron at a
table wants white wine while another wants red. Wine's
lower alcohol content, especially when compared to that of hard
liquor, is socially acceptable. Perhaps most important,
wine has been recognized as the best choice to accompany most
foods, something Europeans have known for centuries.
Simply put, wine is in vogue, and with all its popularity, one
would only expect a bright future. There are, however,
several pitfalls in serving wines by the glass that should be
avoided.
At the top of the list is the fact hat many
owners and managers view the quality of their wines by the glass
by the profits they produce. This is an old and dangerous
philosophy. The profit margin of an eight-dollar bottle of
house vodka should not be compared to that of an eight-dollar
bottle of pouring Chardonnay. Keep in mind that while
inexpensive wine can be good wine, a very cheap wine seldom
is. Another dangerous practice is pouring off bad wine
inventory by the glass (usually ld or failing stock) rather than
absorbing the loss. First impressions are extremely
important, and if a customer feels cheated on either the quality
of a glass of wine or its cost, you may find yourself fighting a
negative impression for a long time. When in doubt about
the quality of your wines, simply observe whether second glasses
are ordered and first glasses finished. |
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