10 Tips for Boosting Wine Sales During the Christmas Period

Christmas spices

With most On Trade establishments ramping up their sales during the Christmas period, it is vitally important to ensure that your wine list works as hard as you and your staff. 

Your wine list needs to be your best sales tool.  In addition, there are some tips to remember when it comes to merchandising and training your staff.

With so much to think about at this time of year, here are 10 essential tips to get the most out of the festive season:

1. Champagne needs pride of place

These products should be impossible to ignore. The first page or top of the list is ideal. Make sure they aren’t too close to the rest of your sparkling wines as you may inadvertently entice customers to trade down.

2. Use a shorter list for group bookings

A set menu won’t suit every occasion but keep things as simple as possible for the large groups. Your staff will be thankful.

3. Keep on top of popular stock

Well-known regions and varieties will fly out. Keep the lines that need to be hand-sold to a minimum, stock room space is never at more of a premium.

4. Keep the key varieties high up on the list

Promote a better choice on your wine list when it comes to single-varietal wines. Christmas is the perfect time to get your regular New Zealand Sauvignon Blanc drinker drinking Sancerre for example.

5. After dinner drinks

There’s no such thing as a quick Christmas dinner. Boozy desserts such as affogatos or hardshakes are a great way to tempt customers into treating themselves after they’ve finished eating.

6. Think seasonally

Quality mulled wine, Christmas pudding with a shot of rum or Apple strudel with Calvados. If there’s a tradition, you can be sure there’s a way you can work it into a menu. 

7. Visibility is key

Don’t hide your wonderful range! Keep the tinsel to a minimum as according to CGA Strategy brand Index 2011, “Premium spirits see an uplift of 34% over Christmas with 25% of purchases influenced by back-bar displays.” 

8. Staff knowledge & confidence

Make sure everyone knows the special offers. If your staff have two or three favourites they can confidently talk about with customers, you’ll see the benefits in your till.

9. Make it a season to remember

If you’ve got the opportunity, keep a few special bottles on hand. Our partnership with Cru means we can offer a wider range of rare vintages and hard-to-find products. 

10) Match wines to dishes on the menu

Diners will be able to see what drinks will work as soon as they get handed the food menu. Meaning your staff will be able to use their time more efficiently.


For more tips on how to maximise your Christmas drinks sales, contact us or speak to your Account Manager.

14th October 2014

Company No. 2550982 | 109a Regents Park Road London NW1 8UR | Call: 0845 263 6924 | AWRS Number: XVAW00000101595

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