Reviving Wine Culture: How Staff Buy-In Creates Guest Buy-In

Session details:

The Problem

Guests can only get excited about what’s in the glass if the staff is excited. Too often, staff sees wine as intimidating or “extra”—not integral to the guest experience. This leads to underperformance: low attach rates, flat by-the-glass sales, and missed upsell opportunities.

The Insight

Staff members are the first line of storytelling. When they’re educated and energized, wine isn’t just a beverage—it’s an experience.

Enthusiasm is contagious: A confident recommendation from a server creates trust, excitement, and higher check averages.

The Solution

In this seminar, we’ll discuss:

• Scalable training strategies
• Easy-to-implement staff engagement programs that ignite sales 
• “Inside-Out Sales”—the idea that culture and knowledge at the staff level naturally ripple outward to the guest experience
• The cost of training vs. discounting promotions
• The scalability among different concepts 
• The benefits to staff culture and how to be guest-focused, producing better recommendations and happier guests