For many restaurants and bars, beer and wine sales are the cornerstones of their bottom line. However, when it's time to increase wine sales, many operations may feel like they're struggling for display and merchandising ideas. Fortunately, one of the simplest and most-effective means of boosting wine sales is with a high-quality and visually appealing wine display, and we've found one that takes versatility to another level.
How does a wine display help increase sales? Let's break down the top four ways:
Highlight Premium Wines for Increased Profits
Humans are visual creatures, and customers are always on the lookout for the products that look most appealing. This is why so many brands invest heavily in logo and package design since the right graphics and bottle designs can boost sales. But what about displaying those bottles?
Operators with visually-minded displays can help continue merchandising efforts by highlighting premium wines front and center within the overall bar and beverage program. Then, when a customer wants a glass, they can just point to the case and pick the one that looks the best, perhaps an appealing label design or something he or she already recognizes. Even if the wines shown in the case are not top sellers, having them easily visible helps enhance the atmosphere of the entire restaurant.
Create an Inviting Atmosphere
Wine is a topic that requires much knowledge and opinion. Essentially, wine is something to be experienced, and as such, it garners a lot of attention and curiosity. A high-end wine display capitalizes on these trends, allowing bartenders and sommeliers to engage with new customers while also having access to different vintages for illustration purposes. As a rule, an open wine case is more inviting than a closed and locked one.
While operators don't necessarily need to have a sommelier on-hand to instruct customers about wine, the right display can instantly change the restaurant's atmosphere and mood. Vintage wine cases give the feeling of timelessness, while modern cases make a restaurant seem chic and innovative. Either way, a wine display can contribute to the overall aesthetic of the operation.
Maximize Limited Space
High-quality wine racks and displays are not just aesthetically pleasing, but they're also practical. Not only can operators showcase their most valuable wines, but bartenders can grab bottles as needed from the case, showing that they're not just for display only.
While giant wine racks suit big restaurants, smaller establishments can use thinner, taller cases like this double stack from Glastender. By having two coolers in one, an operator can segment their wines based on vintage or color, as well as double the storage space without needing a second device. In some cases, a countertop wine display can also work for highlighted products that the establishment wants to sell first. This way, the front display rotates regularly, keeping up the inviting atmosphere and allowing the restaurant to move more products.
The Role of Versatility When Creating a Successful Wine Display
Although there's something so appealing about a vintage wine rack made of wood or wrought iron, modern wine displays can also appeal to the average customer and also help ensure wine is stored in proper conditions that will help maintain ideal temperatures and prevent oxidation, even for bottles kept vertically.
Another advantage of modern wine displays is that operators can use lighting to their advantage. Soft, colored lighting can make the wine look more appealing, and white light makes it easy for bartenders to find what they need in a low-light setting (i.e., a fancy restaurant or bar). Smart wine displays may also adjust temperatures based on usage to ensure maximum efficiency.
