Hotels work hard to create wine lists that complement their food offering, suit their guest profile and deliver strong margins.
However, the success of any wine list depends on more than the wines themselves; the knowledge and confidence of the team serving them can make a significant difference.
It’s something we see regularly when working with hospitality customers. A venue may invest time selecting the right wines, but if staff are unsure what’s on the list or how to talk about these wines, guests are less likely to move beyond their usual choice. In contrast, knowledgeable staff are far more comfortable making recommendations and introducing customers to something new.
When staff are confident in wine and understand a wine’s story, flavour profile and food pairing potential, they’re far more confident recommending it, which naturally increases customer spend per head.
Training doesn’t have to be complicated and can fit into a hotel’s already busy schedule. Short tasting sessions before service, supplier-led training visits or introducing a few key wines at a time can all help build confidence without taking staff away from their day-to-day responsibilities. My top tip is to learn two wines at a time – know them inside out and feel confident talking about them. Then add a further two to your repertoire, and repeat.
The most effective training focuses on practical information that teams can immediately use with guests. Rather than memorising grape varieties or wine regions, staff benefit from understanding how a wine tastes, what dishes it pairs well with and why it has been selected for the list. Even better if staff can remember an anecdote about the wine, perhaps a note about the winemaker or the wine’s name – for example, our Don’t Tell Gary range always sparks conversation.
Training can also help hotels maximise the value of their wine programme. A recommendation from a knowledgeable member of staff often carries far more weight than a description on a wine list. Guests are looking for guidance, particularly when celebrating a special occasion or dining somewhere new, and a confident recommendation can enhance the overall experience.
Wine suppliers also have an important role to play. Alongside helping build a wine list that suits a hotel’s style and customer base, suppliers should provide ongoing support and staff education. Consumer preferences continue to evolve, and regular training ensures teams stay up to date and engaged with the wines they’re serving.
For more information about Lanchester Wines, please visit their website.