What’s in the glass matters more than ever. Today’s members aren’t just ordering wine—they’re seeking experiences. A thoughtfully designed wine-by-the-glass program can transform your dining operation, influence behavior, and quietly drive revenue in ways many clubs overlook.
A horse walks into a bar and asks for a glass of wine. The bartender slides one over, and the horse replies, “Not another Chardon-neigh.”
While the joke may be predictable, your wine-by-the-glass program doesn’t have to be.
In today’s private club environment, members are increasingly seeking more thoughtful, engaging, and relevant beverage experiences. A well-designed wine-by-the-glass program can elevate the overall food and beverage offering, enhance member satisfaction, and drive profitability. Whether you are refining an existing program or building one from the ground up, understanding your members is just the starting point.
Defining the Purpose
Before selecting wines, it’s critical to define the purpose of your program. If the goal is simply to expand the number of offerings, you may be missing the opportunity to create something meaningful. Variety matters—but intentional variety matters more. Every selection should serve a purpose, whether it’s to complement cuisine, introduce new styles, or support revenue goals.
Knowing Your Audience
Who are you trying to engage? The seasoned wine enthusiast? The casual member looking to explore? Or are you aiming to elevate the overall dining experience across the board? A successful program finds balance—offering familiarity while creating opportunities for discovery.
Driving Revenue
A properly structured wine-by-the-glass program can be highly profitable. With careful costing, smart purchasing, and proper preservation systems, clubs can maximize margins while delivering value to members. This is not just a beverage program—it’s a strategic business tool.
Building the Foundation
Chardonnay and Cabernet Sauvignon remain the most requested varietals in most clubs. Running a product mix report will confirm this, and it’s often wise to start with what members already enjoy.
That said, these varietals offer tremendous stylistic diversity. A rich, buttery California Chardonnay contrasts sharply with a mineral-driven Chablis. Similarly, a bold Napa Cabernet differs significantly from a refined Bordeaux. The takeaway: even within familiar varietals, there is room to create depth and interest.
Expanding the Portfolio
Once the core is established, it’s time to explore. With thousands of grape varieties in existence—yet only a small percentage dominating global production—there is an opportunity to introduce unique and compelling options.
Consider building your list around classic wine regions:
- Burgundy (Chardonnay, Pinot Noir)
- Bordeaux (Cabernet Sauvignon, Merlot, Cabernet Franc, Malbec, Petit Verdot)
- Mosel (Riesling)
- Loire Valley (Sauvignon Blanc, Chenin Blanc, Muscadet)
- Rioja (Tempranillo, Garnacha)
- Australia, New Zealand, Tasmania, and the United States
Engaging members through surveys or tastings can also provide valuable insight and foster a sense of ownership in the program.
Creating the Experience
A wine-by-the-glass program should not exist in isolation—it must align with the culinary vision. This is where collaboration with the Executive Chef becomes essential.
Thoughtful pairings elevate both food and wine. A crisp Crémant d’Alsace alongside shrimp tempura with papaya salad, or an off-dry Riesling paired with green curry mussels, transforms a meal into an experience. These moments allow staff to engage members, tell a story, and build excitement around the program.
Ensuring Quality & Consistency
Quality and freshness are non-negotiable. Simply opening a bottle and storing it for days is no longer acceptable. Modern preservation systems have revolutionized wine service:
- Coravin allows wine to be poured without removing the cork
- WineStation systems: use inert gases to eliminate oxidation and reduce waste
- Bermar systems: ePreserve technology introduces a precisely calibrated infusion of CO2 into a sparkling wine bottle,
These tools not only maintain quality but also allow clubs to offer premium wines by the glass with confidence.
Enhancing Member Satisfaction
Relevance drives satisfaction. A dynamic wine-by-the-glass program encourages exploration, supports responsible consumption, and enhances the overall dining experience.
Members are more likely to try new wines when committing to a glass rather than a full bottle. This creates opportunities to introduce higher-end selections, from Premier Cru to Grand Cru offerings. In many cases, members may drink less—but drink better.
Ultimately, a well-executed program becomes a point of differentiation. It engages members, supports the culinary team, and strengthens the club’s identity.
A wine-by-the-glass program, when thoughtfully designed and properly executed, is a win-win for everyone involved. It brings energy to the dining room, creates opportunities for storytelling, and delivers a level of sophistication that today’s private club members both expect and appreciate.
