How can we improve our 2018 beverage selection, sales volume and guest experience?
Sales Data
Start with a deep dive into your sales data. What sold and when? How did last year’s sales compare with previous years? To what can we attribute the changes: different product skus, staff selling, promotional efforts, the weather?
Are there any trends we can spot? For instance, do our members eschew bottles in favour of glass pours? If so, should we invest in a Coravin for premium pours?
Performance Review
Be honest with the assessments. Did we do a good job promoting our products? Do we list our beverages on our website (even in PDF format)? Did we leverage social media? Are wine glasses pre-set on every table? Are the beverage menus easy to follow? Did we highlight beverages during pasta night and buffets – at the serving stations? Does the front-of-house staff have adequate beverage knowledge to create a comfortable and engaging guest experience? Importantly, was beverage discussed at pre-shift sales meetings?
Inventory
Fill any record-keeping holes you may have, such as product and pricing details, acquisition date, tasting notes and whether it’s still sound to serve.
Most beer doesn’t keep past six months, especially if it’s been stored at room temperature. In general, white wines are best consumed young, especially if they are inexpensive everyday drinking ones. Some Riesling, Chardonnay and Chenin Blanc can (and do) age well, but try them to see how they are drinking. Remember that the older a wine, the more bottle variation there may be.
Transition Strategy
How do we de-list old skus and inventory, especially if those products were favoured by some members? For leftover inventory, consider a “bin end” or “limited selection” list. You may also benefit by featuring them during a particular day or time, like we do with daily food specials.
For member de-listing complaints, the product might be kept off-menu (“behind the bar”), but consider whether (a) this is done for a limited time, and (b) sold as a bottle, not glass pour. You may find that the issue is not so much loss of product, but the dislocation to your guests’ routine and comfort. Acknowledge their concern and offer an alternative. And of course, keep building a positive attitude to your beverage programme, so guests are inspired by the Club!
Here are some products to consider this season (retail pricing):
Rodney Strong Chalk Hill Chardonnay 2014 (Sonoma, $26-30)
Voted “Best Restaurant Brand”, Rodney Strong delivers consistent, tasty Chardonnay. The 2014 Chalk Hill is an outstanding effort, full but not heavy, bursting with juicy guava and tree-fruit flavour. Should have wide appeal, and one that can stand up to richer dishes.
Charles Smith Wines The Velvet Devil Merlot 2014 (Washington, $19-22)
An easy-drinking, open-styled Merlot, medium-bodied with low tannin and savoury flavour. It’s a good glass pour candidate, and with pizza and pub-style fare. The 2015 (WE 88 “best buy”) is due soon.
Carpenè Malvolti Cuvée Brut Rosé NV (Veneto, Italy, $18-22)
From the inventor of Prosecco, the Pinot Noir-based Brut Rosé is a delightful patio/after golf quaff: fruity, with just a hint of sweetness, and a crisp, snappy end. The salmon-apricot hue is eye-catching. An affordable and versatile bubbly, consider it for salads, salmon, sparkling cocktails and weddings.
Tito’s Handmade Vodka (Texas, $32-35)
One of the smoothest vodkas on the market. The secret? Hand-crafting with corn-mash and pot stills. I’m generally skeptical about “super-premium vodka”, but Tito’s delivers. Highly recommended, and a favourite on the cocktail scene.
Gautier VS Cognac (France, $40-45)
Voted “World’s Best VS Cognac” at the World Cognac Awards, the spirit’s round, baked-apple/tree-fruit core makes for a plush, palate-filling experience. It’s quite shocking at this price. Great with ginger ale-based cocktails, but the VS can also be used in the kitchen and as accompaniment for chocolate and nut-based dessert.
Kilkenny Irish Cream Ale (Ireland, $12/4-pack 500mL)
As its name implies, the Kilkenny is a smooth, creamy beer, due in part to the clever nitrogen dispersion ball inserted into the tallboy can. Its parent, Guinness Brewing, developed the ball as a way to deliver a draught-like experience in a can. The beer’s thick dense ivory/ecru head is a delight, and its low alcohol, low carbonation and slight malty sweetness make for a really crushable beer. Also available in 50L keg.
Dan Hertz is a beverage consultant, journalist and former sommelier. Connect with him via Twitter @Goforvino.
