Successful wine lists focus on the customerSuccessful wine lists focus on the customer

David Flaherty has more than 20 years experience in the hospitality industry and is the marketing director for the Washington State Wine Commission. This article does not necessarily reflect the opinions of the editors or management of Nation’s Restaurant News.

Beverage sales are one of the most lucrative revenue-generators for any restaurant.

A well-managed wine program in particular can mean the difference between financial success and failure. Like driving a fine-tuned Ferrari, mastering the wine list is a skill that takes years to develop and decades to master. For those who can present a wine selection that is accessible, adjusts to guests’ desires, mirrors what the chef is doing on the plate and meets financial goals, success means ...