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Wine list workshops

Learn how to make wine profitable with a creative and well-thought-out wine list! Wine can be complicated. We want to make it easy for your customers to have the best experience. We are keen on sharing our tricks to fully understand the role and the value of a good wine list!

Wine List Workshops - Making Wine Profitable

Many newly appointed managers and wine waiters need help to formulate wine lists that are aligned to their customers and their food menu. A wine list that expresses the character of the place and reflects the trends in the market. Something that resonates with their customers and makes the experience better. A wine list that is easy to manage and makes money.

Who is it for?
These workshops are designed for On Trade customers to help wine lists into tools that really sell.

What is it like?
It's an interactive brainstorming session that includes lunch and a tasting, looking at and reviewing your wine lists. Understanding the pros and cons, trying to see how your customers purchase wine. How should we be describing wine? What descriptions are relevant? How to create the best wine list for your customer - a wine list that makes sense? How do we get people to buy the best bottle for them?

At Alliance, we’ve always looked for ways to do more for our customers than just sell some wine. Many of us in the wine industry are guilty for focusing only on the tastings. Showing new wines to decision-makers and hoping that they will find their way to the consumer. But do they? What about places that don’t have enough staff on the ground to hand-sell these wines? What about places that struggle to put together a good wine list? How do they sell these wines?

It is not enough to sell them to the decision-maker, we need to work harder to help these wines to be sold, to be drunk with food. We continue to support the decision-maker (you) and your staff to achieve this. Wine lists are a key tool in achieving this, but they are so often overlooked or under-utilised.

This is one very small step on a long journey that all of us in the wine trade should be taking. We need to think of more than just showing off lovely wines, with great stories, origins and credentials. Celebrating quality and diversity – they are so many that deserve to be enjoyed! After all, that is why we went to this business – to share these wonderful discoveries and our knowledge with the rest of the wine world.

Book Now
Choose one of your preferred dates/locations below and book a free course. A member of our training team will be in touch to confirm availability.

If you don't see your preferred course location or you have a course-related special request please email us here.

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Friday 17th January 2025 - London
Friday 14th March 2025 - London
Friday 8th May 2025 – London

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"The workshop was eye-opening as it did help a lot in terms of understanding what the guests are looking for. Also, in terms of menu design, it was great to see examples from other places and what to do and what not to do. We will be putting in practice all of it in due course... I really appreciate it and I'm looking forward to the next one."

Bedford Tavern

"Wanted to say a big thank you for yesterday it was a useful session and a great opportunity to ‘escape’ the environment and have the chance to think about the wine list in ‘useful company’. We will be rejigging the wine menu next week. Also enjoyed the extra opportunity of the tasting and lunch."

Fed & Watered

"This program is a fantastic tool to offer additional support to customers. It allows me to offer a straightforward and effective solution to create a slick wine offering that is easy to navigate, improving the experience of their guests and increasing revenue for my customers."

Alex Boudouin

Business Development Manager

"We are often guilty of focusing on only tasting wine. Alliance Wine went into business to improve the wine that we all drink, as well as share wine knowledge. We are always looking for ways to do more for our customers than just sell wine."

Miriam Spiers

Sales Director