As we near the busiest time of year, boosting wine sales is key to maximising turnover and profitability. Luisa Welch DipWSET, is a member of Association of Wine Educators and Circle of Wine writers, works as wine educator, wine judge and is also restaurant wine trainer. She kindly took time out of her busy schedule to give us a taste of her extensive knowledge on the subject.

How important is it for staff to be informed about wine?

Informed staff are crucial for enhancing the overall dining experience and driving sales. Knowledgeable staff can make personalised wine recommendations, fostering customer satisfaction and loyalty. This expertise also builds confidence in the dining experience and can even lead to increased revenue through upselling and pairing suggestions.

What are the key elements that should be included in a wine education program?

In-depth wine and spirits knowledge of wine types, regions and production processes; practical skills in tasting; how to serve a wine, and at the correct temperature; how to pair wine with the menu dishes; how to read the guest, anticipating what they may or may not like, when they want service and when they want to be left alone; how to recommend a wine and upsell with confidence. All these elements are crucial to ensure a positive guest experience.

Can you share some practical tips on how to simplify or demystify complex wine terminology for those new to the world of wine?

Some people swear by the ‘five s’: see, swirl, smell, sip, savour and each of these senses comes with its own complex vocabulary. For example, wine experts may talk about tartness to describe a wine high in acidity on the palate, a term which applies to both white and red wine. This is due to the acidity, which is the level of tartaric, malic or other acid present. A simpler way of putting it would be a ‘mouthwatering sensation’ as it’s a desirable quality in many wines, contributing to their structure, balance and ability to pair well with food. Swirling the wine can often produce streaks down the side of the glass called ‘legs’ or ‘tears’. They are primarily due to the alcohol content of the wine and its residual sugar. While they don’t indicate wine quality, they can offer a clue about the wine’s alcohol content and viscosity. You can simply say something like ‘this is a richer style of wine’. The smell, or aroma of the wine, can often tell you what to expect on the palate. A wine can smell ‘spicy’ – this means you are likely to smell black pepper, cinnamon, clove. Don’t be afraid to experiment and keep a tasting journal with your own notes to remember what a particular wine looks, smells and tastes like.

What are the fundamental principles of wine pairing that waiting staff should understand?

Wine pairing aims to create a harmonious interaction between food and wine flavour. The goal is to find combinations that complement each other and elevate the overall meal. Understanding how different wine components, like tannin and oak for example, interact with food, will guide you to recommend or serve an appropriate wine. Fresh, crispy, zesty white wines will go well with seafood, salads and lighter dishes, whilst robust reds will be perfect for richer meat dishes and sauces. High-acidity and lighter red wines, maybe served lightly chilled, will be perfect with a platter of cured meats, whilst fuller or sweeter white wines will be excellent not only with a dessert, but also with goat’s cheese and patés.

In your experience, what are some effective ways to help staff gain confidence in recommending wines to guests?

To boost staff confidence in recommending wines, one needs to focus on practical training, encourage tasting experiences, and create a supportive environment. Ensure that an easily accessible ‘manual’ is kept back of house, so that staff can deal with any unexpected queries from guests browsing the wine list. This could be concise, easy-to-understand and quick-to-read notes or reference guides with key information about each wine.

What role does practical tasting and sensory training play in developing someone’s understanding of wine varieties?

These are essential for developing a thorough understanding of the many wine varieties found on a wine list. They help the wine server or sommelier to develop the ability to identify and appreciate the nuances of different grape varieties through their senses of sight, smell and taste. The experience allows for a deeper connection with the wine, and a more informed appreciation of what the wine list offers. This, in turn, allows the server to make suitable recommendations to the guests. Those taking on a new job as sommelier or wine server are expected to have some knowledge already, but this needs to be drinks-list specific, therefore a restaurant, for example, should target-train their staff by providing tasting opportunities. Often the supplier will collaborate with the venue in providing samples for such training, or an external wine professional can be selected to do the job.

Can you recommend some resources or courses that businesses could use to support their team?

I would recommend the WSET (Wine and Spirit Education Trust) which has become the world’s leading provider of drinks qualifications – wine, spirits and more recently sake. They work closely with the industry to ensure that their qualifications and education are job-relevant (www.wsetglobal.com). I would also totally recommend the UK Sommelier Association formed in 2005, which has been providing professional sommelier courses built on the foundations and principles of the Italian Sommelier Association (AIS), which itself has offered wine education since 1965 (www.UKsommelierassociation.com). Becoming an accredited drinks professional will make a huge difference to your career and to your own knowledge.

What advice would you give hospitality managers who are looking to elevate their knowledge?

Taste, taste, taste. With or without qualifications, the industry offers countless opportunities to taste a plethora of world wines and spirits via the many trade tastings listed on the WSTA (Wine and Spirit Trade Association) so there is little excuse not to taste. Its ‘diary of events’ lists all the tastings taking place in the main cities in the UK. Short masterclasses are additionally offered at these tastings. You can find country-specific tastings, grape specific tastings, importers tastings and more at www.wsta.co.uk

Find out more

Visit the Euposia Wine & More website for further information and helpful advice.