Fifty percent of diners don’t order beverages when they go out, according to beverage consulting firm MarkeTeam. But a carefully crafted beverage menu can change their minds and increase sales, said Mark Vidano, vice president of premier accounts for the Mission Viejo, Calif.-based firm. Here’s how to do it: Determine what you want to be known for. You might already have a reputation, but that doesn’t mean it’s the one you want to have. Do you want to ...

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