Every shift counts—bottles included. You don’t need a sommelier on staff to drive wine sales—just smarter strategies grounded in data and best practices.

1. Train Staff to Recommend with Confidence

Let’s face it — most guests won't ask questions if they feel intimidated by the wine list.

And most servers won’t recommend wine if they’re unsure of what to say.

That’s why staff training can be one of the  strongest sales tool. The more confident a team feels about wine, the more likely they are to suggest a pairing—and increase check averages.

How to do it:

• Host short pre-shift tastings to build knowledge over time
• Use cheat sheets for tasting notes and pairings
• Encourage servers to describe wines in plain, guest-friendly language (e.g., “this is light and citrusy, great with seafood”)

Pro tip:

Servers who make a wine recommendation—even if declined—can increase guest perception of service quality. Confidence signals competence.

A study by Gultek et al. (2006) confirmed that “the amount of wine training offered by restaurants was related to the quantity of wine sold.”  

2. Simplify the Wine List for Better Upsells

A giant, unstructured wine list can be overwhelming. And when guests are confused, they tend to order what’s familiar (read: the cheapest glass of Pinot Grigio).

Instead, make the list easy to navigate and emotionally inviting:

• Organize by flavor profile (“Crisp & Refreshing,” “Bold & Structured”)
• Include simple tasting notes or food suggestions under each wine
• Use callouts like “Perfect with Pasta” or “Staff Favorite” to draw attention to high-margin wines

In short - clarity breeds curiosity — and bigger checks.

Cornell research found that including the wine list directly on the food menu and removing dollar signs boosted wine sales — especially in casual dining settings. 

3. Leverage Storytelling to Sell the Experience

According to behavioral economist Dan Ariely, people don’t always make rational decisions—they make emotionally satisfying ones.

In one of his studies, participants were more likely to choose a product when they were given a compelling backstory — even if the product itself didn’t change.

So what does that mean for your restaurant?

A good wine story increases perceived value. It makes the guest feel something — and that boosts both satisfaction and sales.

Example server language:

“This Syrah is made by a small family winery in southern Oregon that dry-farms their grapes — meaning they rely on rainfall only. It makes the flavor super concentrated and earthy.”

Ways to add storytelling:

• Share where the grape is from or how it’s made
• Mention a quirky detail about the winemaker
• Connect it to the guest: “If you liked that Malbec last time, this would be right up your alley”

4. Offer Strategic Tastings and Pairing Flights

When guests taste before committing, they’re more likely to explore — and spend.

Offering small pours, flights, or pairing sets gives them permission to try something new without the risk.

Ideas to test out:

• Themed wine flights (“Around the World in 3 Glasses,” “Local Favorites”)
• Food pairing boards with cheese, charcuterie, or small bites
• Include wine tasting notes or even QR codes to deeper content

Bonus: Guests love posting wine flights on social media — giving your restaurant extra reach. Think about adding QR codes for linking to deeper tasting notes.

5. Create Seasonal or Limited-Time Wine Promotions

Everyone loves a special.

Rotating wine features and seasonal pairings help you move inventory, keep the menu fresh, and give servers something new to talk about.

Try these tactics:

• Feature a new wine every month with a small tasting and food pairing
• Create a “Summer Rosé Showcase” or “Winter Reds Flight”
• Highlight under-the-radar bottles with a catchy description, like  “This is our secret weapon for guests who say they don’t like Chardonnay.”
• Use table tents or social media to highlight selections

You can even use promotions to support local winemakers or themed nights to drive traffic on slower weekdays.

Cornell researchers also noted that wine sales grow when restaurants spotlight unique lists or special sections

🚫 Bonus: What Not to Do When Selling Wine

Avoid these common mistakes that can derail even the best wine list:

• Don’t pressure upsell. Suggest, don’t push. Trust builds sales.
• Don’t rely on price as the selling point. Ask what flavors they like first.
• Don’t skip staff tastings. You can’t sell what you don’t know.
• Don’t use overly technical language. Keep it human and approachable.
• Don’t make wine exclusive. Invite all guests to explore, not just the “wine people.”

Final Pour: Small Shifts, Big Impact

You don’t need a sommelier on every shift to boost wine sales — you just need a culture of confidence, curiosity, and guest-focused storytelling.

By training your team, streamlining your list, adding storytelling, offering guided tastings, and spotlighting seasonal selections, you can transform regular service into an engaging wine experience—leading to happier guests and higher revenue.

Ready to Upskill Your Team Fast?

Oregon State University’s Wine Workshop: Sommelier Prep & Wine Hospitality Essentials is a two-day, in-person course designed specifically for restaurant professionals who want to sell more wine, improve service, and gain an edge in hospitality.

In just two days, your team will:

✅ Speak about wine with confidence—even if they’re new to it

✅ Understand how wine is made, tasted, and evaluated professionally

✅ Boost wine sales by learning how to recommend and upsell without pressure

✅ Improve customer satisfaction and tips through better pairings and communication

✅ Build tasting vocabulary that makes explaining wines simple and guest-friendly

✅ Develop foundational knowledge to pursue certifications like WSET, CMS, or CSW

✅ Learn from a seasoned industry expert with decades of experience in wine education and restaurant operations

✅ Practice with guided wine tastings that reinforce each lesson and build real-world confidence

This hands-on, small-group experience is ideal for servers, bar managers, food & beverage directors, and anyone who wants to take their wine game—and guest experience—to the next level.