• When patrons are first seated ask if they would like to start off with a glass of wine while looking over the menu. Tout the light, crisp Sauvignon Blanc or beautiful un-oaked Chardonnay you just got in from California.
• A great server, who can sell a story, can sell the wine. If you find a few wines in particular that have a greater profit margin and a good story behind them, share those stories with your staff members.
• Be sure to monitor tables regularly. Watch for empty glasses. Many times we have found ourselves looking for the server, wanting to order another bottle or glass.
• Offer suggestions for drinks after the meal. Perhaps a small glass of Port or icewine. Often times clients may not think of it, so plant the seed.

“Educating the staff is crucial,” said Zoltan Szabo, sommelier, consultant and wine educator. “Knowing the wines, the story behind the labels, being confident and learning up-selling techniques will surely increase revenue.”

Promote loyalty with existing customers

Try to promote a sense of community and familiarity – get to know their names and communicate with them frequently, updating them on upcoming events or promotions. Reward their patronage with an enjoyable experience, from the food and the wine, to the service and atmosphere.

Create a unique promo that provides added value

Introduce a regular program such as “Monday Marvels,” offering up surprise appetizers paired with a special wine from 5-7 p.m. for a great price, or perhaps a “First Tuesday of every month promo” whereby one lucky customer will have the cost of their wine taken off the bill.

Be innovative in your approach to marketing. A great example of this is with Doris Miculan Bradley’s Lardon Restaurant in Toronto, at which she hosts a four-course food and wine pairing alongside a foodie movie night at a nearby cinema.

Spread the word

Embrace today’s high-tech world and maximize the use of social media. Reach out and connect with potential clients through Facebook, Twitter, newsletters and your website. Promote and then deliver – the clients will come, spend and return.

About the authors:

The Wine Ladies, Georgia and Susanne, founded by the entrepreneur sister team in 2003, take life one sip at a time. As national TV personalities, columnists and hosts of their own weekly TV and radio show about wine, food and lifestyle, their motto “everything in life somehow comes back to the vine” keeps their audiences entertained and informed. For more information, visit www.thewineladies.com.