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Overview

Creating a well-balanced, elegant, and cost-effective wine list is both an art and a science. This course is designed to equip students with the practical knowledge and strategic insight necessary to design and manage a successful wine list in a hospitality or retail setting. Whether you’re curating a wine menu for a restaurant, launching a boutique wine shop, or simply enhancing your professional knowledge, this course lays a strong foundation for wine program management and profitability.

What You Will Learn

In this comprehensive course, you will explore the core elements of wine list creation and beverage management, including:

Strategic Wine List Planning

  • Learn how to design a wine list that is diverse, attractive, and reflective of your brand or establishment.

  • Understand how to build a list that caters to a wide range of guests—from wine novices to connoisseurs—while maintaining a clear identity.

Wine Costing and Profitability

  • Discover how to determine an optimal wine cost percentage and strategies to achieve it.

  • Analyze pricing structures and understand how to set appropriate markups to ensure profitability without compromising value for guests.

Procurement & Buying Language

  • Learn the key terminology and best practices used in professional wine purchasing.

  • Understand the dynamics of ordering, sourcing, and maintaining relationships with distributors, suppliers, and importers.

Allocated Wines: A Double-Edged Sword

  • Explore how high-demand, allocated wines can elevate your list—and when they may present challenges.

  • Discover allocation negotiation tactics and how to use rare wines strategically to build prestige.

Inventory Management & Controls

  • Master the tools and systems required for effective wine inventory tracking.

  • Learn best practices for managing stock levels, reducing shrinkage, and conducting regular inventory audits.

Vendor Communication and Negotiation

  • Build your confidence in communicating with wine vendors, importers, and regional suppliers.

  • Practice effective negotiation techniques to secure favorable terms, access limited allocations, and strengthen partnerships.

Writing an Appealing & Functional Wine List

  • Understand how to write wine descriptions that resonate with both guests and internal stakeholders.

  • Learn how to structure your list to be easy to navigate, educational, and enticing to different customer types.

  • Balance aesthetics with practicality—design a list that is visually engaging and operationally efficient.

Who Should Enroll

This course is ideal for:

  • Beverage managers and sommeliers

  • Hospitality professionals and restaurateurs

  • Wine retailers and importers

  • Event planners and wine consultants

  • Enthusiasts aspiring to enter the wine business

Course Outcomes

By the end of this course, you will be able to:

  • Develop a wine list that enhances the dining experience and drives revenue.

  • Execute inventory and costing strategies that improve efficiency.

  • Communicate effectively with wine industry professionals.

  • Create a wine program that reflects your unique business goals and identity.