Crafting A Profitable & Memorable Wine List

In this first of a two-part series, sommelier William Rizzo outlines the curation of a wine list to turn a meal from ‘good’ to ‘memorable’.

A wine list can be more than just a catalogue of bottles.

Done right, it’s a profit driver, a storytelling tool, and a key part of your brand identity. Guests often remember three things about a dining experience: the food, the service and the wine.

While the kitchen works its magic, your wine list can turn a good meal into a memorable one, and boost your bottom line in the process.

Unfortunately, too often restaurateurs enter into commercial deals with singular wine suppliers that in best cases only restrict the selection, while in the worst examples the selection is identical to many other restaurants and unrelated to the outlet’s concept and vibe.

The way forward is simple - a restaurateur / sommelier needs to work with a handful of distributors that can supply wines that align with the outlet's concept, pricing and volume demands.

Start with your concept and audience

Your wine list should be an extension of your venue’s personality.

A fine-dining restaurant might focus on curating a selection of iconic producers, premium appellations and rare vintages, while a relaxed trattoria could lean into familiar names while also offering value through lesser-known regions and varieties.

The wine selection should also reflect the outlet’s overall concept and personality, reinforcing the story told through the food and atmosphere.

It is reassuring to see a thorough selection of South American wines in a South American themed restaurant, or a curated list of crisp and aromatic whites in a sushi focused restaurant.

This shows that the wine list has been hand-picked, contributing to a more complete guest experience.

Balance is everything

A wine list should offer variety without being overwhelming. I don’t believe in Malta it is sustainable to have a gigantic list of 400+ bins.

Although it can be a wine geek’s version of Disneyland, it is close to unmanageable due to our market dynamics and trends.

Aim for a selection that covers the full spectrum of styles without being a burden on the establishment.

Wine is not just about white, rosé and red. Sparkling and fortified wines are excellent upselling options, can be great accompaniments to a meal and should not be relegated to just pre- or post-meal serves.

Don’t forget Maltese wines deserve their own section whatever the concept. The quality has improved dramatically over the past decade and showcasing them supports local producers while adding a point of difference.

There is tremendous value to be found in some of the local wines – however avoid having six local Chardonnays listed one on top of the other.

A wine list shouldn’t be a repetition of the same four varietals from different origins. The world of wine is much more varied and richer.

Although Sauvignon Blanc and Primitivo sell, Albariño, Chenin Blanc, Riesling, Negroamaro, Malbec and Grenache can add diversity on a wine list.

In the next edition: curating the food menu, staffing considerations and keeping it fresh.