Top tips on wine training for your staff

March 3rd, 2016 | Posted in: Features

Matthew Clark’s wine experts share some of their top tips for increasing wine sales in your business through staff training. The aim of training your staff should be to make them more aware of the wines you list and in turn give them the confidence to talk to your customers, increasing prot opportunity for your outlet through maximising sales.

 

Nick-Zalinski---Outside_RT

 

 

 

 

 

 


Nick Zalinski
Business Director, National Accounts
Organise your Wine list by style 44% of customers prefer a wine list arranged by style descriptors, 29% by grape variety, 19% by
country and 8% by brands*.
For your staff, it helps give them the confidence when using a ‘by style’ list as it allows them to make good recommendations for wine with or without food without long “fluffy” descriptors.

 

David-Kelly---Wood_RT
David Kelly

Wine Development Specialist

Essentially, you want to encourage your staff to have conversations about wine with your customers. The right attitude can seal the deal when it comes to wine recommendations,
if a customer feels their experience is being enhanced with honesty, rather than a hard sell, they are more likely to take you up on it! Highlight and get your staff to understand where upsell opportunities may occur… Instead of ‘…do you want fries with that…?’ ‘Oh I tried our Lemon Tart with the Late Harvest Sauvignon last week, it was delicious, would you like a glass to go with it?’ Get your team to lead
customers towards your Wine List as well as POS which will highlight particular wines, coax your customers to try something new! Encourage sta to think about the different occasions during a customer visit to your outlet- this can determine an opportunity for upsell. In enabling them to recommend a drink suitable to the occasion, you can benefit from additional sales and add-ons.

Sophie Birkbeck - Recep_fmt

 

 

 

 

Sophie Birkbeck
Wine Development Specialist

Keep it frequent Don’t expect to do one training session and assume this will do for the year. Keep regular sessions in the diary. If your menu changes at your outlet, you should run a training session to consider which wines should be highlighted along with seasonal produce and flavours.

 

Liam-Dunn---Wood_RT

 

 

 

 

Liam Dunn
Wine Development Specialist

Food & Wine pairing – Maximise your customers dining experience with knowledgeable recommendations Understanding the building blocks of taste (acidity, sweetness, bitterness or tannin, saltiness or umami) can help construct a view as to how a wine will pair with various dishes. Whilst personal taste should never be ignored, consideration as to which wine on a list would work match well with a particular dish can enhance your customers dining experience. Make sure your chef is just as aware of the wines as your bar and waiting staff. Try the wines and food together, so your staff understand why they pair together.

 

 Rachel-Love---Reception_RT

 

 

 

 


Rachel Love
Wine Development Specialist

Remember what it’s like to be new in the world of wine No one likes to feel wrong, especially with an audience. Give your staff a pronunciation guide to give them confidence to speak to your customers about the wines on your list.

 

Ian-Hudson-2_RT

 

 

 

 

Ian Hudson

Wine Development Specialist

Make it interesting and memorable Make the most of your Supplier and Account Manager – utilise the wealth of knowledge your supplier can offer you, whether it’s access to Winemakers for tastings and training, attending Trade Shows and other Wine events put on by your supplier. We have a whole team of Wine Development Specialists who are available to support you and your team, with lots of innovation up our sleeves when it comes to wine training! Never a dull moment! Use incentives – make it interesting for your team, encourage them to learn more about the list and continue to build on their wine knowledge, particularly with the wines on your list. Your supplier can help you with ideas which can be tailored specifically to your outlet. Pitch your training at the right level – wine can be a
daunting subject, sometimes perceived as a little formal and often confusing.

 

Freddie-Morley-Fletcher---Wood_RT

 

 

 

Freddie Morley-Fletcher
Wine Development Specialist

Try something new, make it work for you too if you often find you and your staff are short for time, consider supporting your training programme with online modules to suit your schedules. We have partnered up with Flow Hospitality training to create a Wine module which gives you the ability to manage and record your own training with flexibility and control.

 

Simon-Grayson---Dining_RT

 

 

 

Simon Grayson
Wine Development Specialist

Don’t overwhelm your staff, they don’t need to know everything! Break it down into bite sized chunks – Your staff don’t need to know everything about every wine. Focus on a few wines of different styles and make sure each member of staff can give some key information and interesting facts about each.
Make it accessible – Wine can be an overwhelming subject to some people. Be aware that your staff may be young, and have a tendency to drink from other categories. Wine may not be their first choice when it comes to drinks…although it should be.

 

Zoe-Coombs---Reception_RT

 

 

 

Zoe Coombs
Wine Development Specialist

When training staff for the first time I have two key objectives I focus on;
1. They understand the basics of what wine is, what makes each wine different.

2. They are confident in talking about & understand all the wines on their list. Well, up to a 50 bin list, let’s be reasonable.

 

To find out more about how to train your staff, and to learn more about the Matthew Clark range or to simply chat wine with us, get in touch on
0141 429 4711
www.matthewclark.co.uk


Gold Medal Student Lands job at Cali Bruich

Tue 18th December 2018

A Gold medal winning City of Glasgow College student is celebrating after landing a job as a pastry chef at the city's Cali Bruich restauran... Read more.

Raasay Distillery unveils Barrel Christmas Tree

Tue 18th December 2018

The team at the Isle of Raasay Distillery on the beautiful Inner Hebridean island are an enterprising bunch, so when the festive season appr... Read more.

The Three Chimneys’ Scott Davies returns to the MasterChef kitchen

Fri 14th December 2018

A head chef from one of Scotland’s leading restaurants is making a return to the MasterChef kitchen this festive season.... Read more.

Scottish budget: Rates increase capped at 2.1 %

Thu 13th December 2018

Scottish Finance Secretary Derek Mackay has announced in his Scottish budget that the non-domestic poundage rates paid by licensees will see... Read more.

Molson Coors & Matthew Clark distribution agreement comes to an end

Thu 13th December 2018

After five years of working together Molson Coors and Matthew Clark have “mutually agreed not to renew their free trade distribution agree... Read more.

WORLD’S BIGGEST BARTENDING COMPETITION REVEALS GLASGOW AS LOCATION FOR 2019 GLOBAL FINALS

Tue 11th December 2018

The very brightest and best of the drinks community will next September descend on Glasgow to see the Diageo Reserve World Class Bartender o... Read more.

EVERY DOG HAS ITS DAY

Wed 5th December 2018

Quiet Man Taverns, aka brothers Daniel and Finbarr McNally, has taken over The Dogs restaurant in Edinburgh and renamed it The Perch.... Read more.

Design Feature: Jacques

Wed 5th December 2018

Brel’s wee brother Jacques is the new kid on the block in Finnieston. Owner Oli Norman’s latest offering to the Glasgow bar world (he al... Read more.

MSP Letter

Wed 5th December 2018

Dear xxxx As my local MSP, I’m writing to make you aware of the crippling rates bills that myself and others in the hospitality indust... Read more.

It’s time to rattle your local MSP about rates

Wed 5th December 2018

Life sucks. But that doesn’t mean that you need to suck it up when you’re getting a raw deal? Like the amount licensees are payi... Read more.

Design Feature: The Bell Jar

Wed 5th December 2018

The Bell Jar is a novel by Sylvia Plath. It’s also the name of a new bar on Glasgow’s Dixon Avenue, on the city’s south side. It’s t... Read more.

Design Feature: The Old Schoolhouse

Wed 5th December 2018

Belhaven Pubs debuted the refurbished Old Schoolhouse on Glasgow’s Woodlands Road last month and in the process of researching this featur... Read more.

Key to the Loch: licensee interview with Sandy Fraser

Wed 5th December 2018

Gabriel Oak is a character in Thomas Hardy’s Far From the Madding Crowd. As the name suggests, he’s the sturdy, reliable character at th... Read more.

TURNING UP THE HEAT IN THE KITCHIN

Wed 5th December 2018

Michelin-starred chef Tom Kitchin, wife Michaela and business partner Dominic Jack of Castle Terrace are now the proud owners of a brand new... Read more.

Greene King profits up

Mon 3rd December 2018

Belhaven owners Greene King has reported £1,051 million in revenues in the last six months, up 1.9% on the previous half, after a strong sa... Read more.

ENERGY COMPANIES ‘HOLD MILLIONS’ IN UK HOSPITALITY BUSINESS’ CASH

Thu 29th November 2018

Energy companies are holding more than £24 million belonging to Britain’s hospitality businesses. That’s according to an independent st... Read more.

Scottish government plans to ban alcohol advertising before 9pm

Wed 28th November 2018

The  Scottish government plans to curb alcohol abuse by banning drink adverts on TV before the 9pm watershed, while drinks manufacturers wi... Read more.

BUZZWORKS WHET CHILDREN’S APPETITE FOR GOOD FOOD AND HOSPITALITY

Tue 27th November 2018

One of Scotland’s leading hospitality groups, Buzzworks Holdings, welcomed school children from Glenburn Primary this week, to its Bakehou... Read more.

Restaurants could face curb on portion size and calorie count

Thu 22nd November 2018

Food Standards Scotland (FSS) has launched a consultation on limiting portion sizes, maximum calorie limits and calorie labelling. They are ... Read more.

Brora Distillery set to re-open after 35 years

Wed 21st November 2018

Brora distillery, which last operated in 1983, is set to reopen and back in production by 2020.  The copper pot stills have been transport... Read more.