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Building confidence in wine: why knowledge drives sales

29 April 2026 By db staff writer

With extensive experience supplying the UK hospitality sector, Unity Beers, Wines and Spirits (part of Bidfood) explains how understanding wine pairings, grape varieties and wine regions is a powerful growth-driver.

Wine is one of the most effective ways to increase revenue in pubs, bars and restaurants, but only when teams feel confident talking about it. A strong wine list is a good starting point, but the real impact comes when staff can guide customers with knowledge and enthusiasm. When a server explains why a wine works with a dish, or shares a short story about where it comes from, it builds trust. That trust often leads to customers trading up, trying something new and, ultimately, spending more.

Turning wine know-how into sales

Understanding wine pairings, grape varieties and regions isn’t just for sommeliers, it’s a practical sales tool. Pairing a bold Malbec with a rich steak works because the wine’s structure stands up to the intensity of the dish, while a crisp Muscadet enhances the freshness of seafood. Spicy dishes, such as prawns with chilli, are often best matched with slightly sweeter wines like some German Rieslings, which help balance the heat.

When staff know the core principles, such as acidity, sweetness and body, they can make confident recommendations that enhance both the flavours of the food and the wine. This not only improves the customer experience but also increases the likelihood of repeat visits. It’s also worth noting that while there are over 10,000 grape varieties worldwide, only around a dozen dominate global wine production. Recognising familiar names such as Cabernet Sauvignon, Chardonnay and Sauvignon Blanc gives teams a strong foundation to guide customer choices with ease.

Turning knowledge into memorable moments

Wine regions add another layer of storytelling that can truly bring a list to life. Traditional ‘Old World’ producers such as France, Italy, Spain and Germany are typically defined by strict regulations and heritage, while New World regions including Australia, New Zealand, Chile, Argentina, South Africa and the USA tend to be more innovative and responsive to consumer trends. These differences shape everything from flavour profiles to labelling, and understanding them helps staff recommend wines that suit both taste and occasion.

In today’s challenging hospitality environment, where margins are tight and competition is fierce, this kind of knowledge can make a measurable difference. Customers are increasingly looking for experiences, not just products, and confident, informed teams play a crucial role in delivering that.

That’s where Unity is supporting operators. Through a series of practical, expert-led training videos, Unity is helping venues build wine confidence across their teams. Covering key topics such as food and wine pairing, grape varieties and leading wine regions, the content is designed to be accessible, relevant and easy to apply on the floor.

In a people-driven industry, confidence is everything. By turning knowledge into action, Unity is helping hospitality teams realise the full potential of their wine offer, boosting sales, enhancing guest experiences and giving venues a clear competitive edge.

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.