From cellar to floor: how training drives wine sales
Informed by years supplying the UK trade, Unity Beers, Wines and Spirits (part of Bidfood) explores the importance of training staff on upselling, cost and storage.
Selling wine well is about more than just what’s on offer: it’s about how it’s sold, served and understood. From managing costs and spotting upselling opportunities to storing and serving wine correctly, these are the key skills that protect margins, drive revenue and shape a consistent, high-quality guest experience.
This matters more than ever. People may be going out less frequently, but their expectations are higher when they do. Every detail counts. Getting the right wine to the table, and ensuring it’s in perfect condition, can turn a one-off visit into a repeat booking.
That’s where Unity is supporting pubs, bars and restaurant operators, helping teams build the confidence and know-how to deliver on those expectations.
Wine by the glass, for example, offers a valuable opportunity to encourage people to try something new. A simple recommendation, such as trading up from a Chilean Sauvignon Blanc to a New Zealand Sauvignon Blanc, can increase spend and make it more likely the customer orders another glass.
Making every recommendation count
Upselling works best when it feels natural. That comes from knowledge and confidence. Whether it’s suggesting a premium pairing, highlighting a ‘wine of the month’, or recommending a different style based on customer preferences, small prompts can lead to more sales. Initiatives like a wine of the month not only encourage customers to try something new, but also give teams a clear talking point that keeps the offer fresh and engaging.
Understanding the cost of wine is equally important. Many factors influence pricing, particularly in the UK, where duty, tax, packaging and logistics all play a role. In fact, the liquid inside a £6 bottle of wine can account for as little as 5% of the total cost.
Yet moving up to a £10 bottle can significantly increase quality, often delivering a far better experience for a relatively small price difference. Understanding this means staff are better equipped to communicate value to customers and guide them towards more rewarding choices.
Protecting profit behind the scenes
Behind the scenes, storage and handling are essential to maintaining quality. Wine is a perishable product, and poor conditions can quickly erode both flavour and profit. The ideal storage temperature is around 13°C, with consistency being key as fluctuations can damage the wine.
Bottles should be kept away from light and vibration, as both can affect the liquid over time. Storing bottles on their side helps keep corks moist, preserving the seal and preventing spoilage.
Service also plays a vital role. Presenting the bottle correctly, opening it professionally and serving at the right temperature all contribute to the overall perception of quality. Combined with effective wine preservation systems, these practices help reduce waste and ensure every glass is served at its best.
Through practical, easy-to-follow training, Unity equips teams with the skills to manage costs, maximise upselling opportunities and handle wine with confidence. The result is a more profitable wine offering, delivered with consistency and care, turning knowledge into measurable results on the floor.
Watch the video below to learn more from Unity’s experts and visit https://www.bidfood.co.uk/our-products/our-range/unity/ to understand how Unity support your business.
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