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15 February 2016

1.  Layout and aesthetics 
First of all let’s focus on the wine library: refrigerated or not, it has to be contained in ultra-clear transparent glass; has to be clean and well organized; the design should be of service to the task of treasuring and displaying the bottles. The bottles on the racks should be oriented towards the customers with labels well visible thanks to balanced, direct or indirect lights, in order to excite the curiosity.
Make sure your wine displays are located in a central area of the restaurant or in the hallway so that all your customers will be able to notice them. 

2.  Diversifying is the key  
Highlight a selection of wines, based on your menu, wine list and your available displays space. 
Present on the front rows bottles different from each others: you should narrate your special story starting from year of bottling or the type of grapes or presenting in depth one single producer. 
Your wine library should be “unique” and speak about you in order to create a relevant value.

3. The expert on the floor
At the table, the wine list has to be properly updated with correct prices, but on the display you do not need to show the wine costs. It is mandatory to have it on demand. Your unique story should tell enough to the customers to make them desire the exposed bottles. Now it is serving time: your staff has to be very well trained and informed.
In addition to the price the customers should be able to get your expert’s suggestions and information: ensure that your waiter/sommelier is able to explain them why the customer should order a Chateux Rayas Châteauneuf-du-Pape 2005 instead of a Paul Avril Clos des Papes Châteauneuf-du-Pape 2005 for their fine roasted beef.