When your customers decide to buy a bottle of your wine, they are, in essence, gambling. They put their money on the table with the belief that the wine they’re ordering will be great. Sometimes, your customers are amazed by the wine they place their bet on, sometimes they think it’s okay, and sometimes they make the wrong choice and they flat-out hate it. When that happens, they’ll never come back to your restaurant again, no matter how good your food is.

Because wine has become such an intimidating drink, and because so many of your customers are too nervous to make such an expensive bet, you aren’t selling as much wine as you’d like. How can you fix this? You can make your wine relatable to your customers by sharing each bottle’s story. Read more