The Problem

There isn't always budget for a full-time Sommelier - and that is completely normal.

What isn't inevitable is a wine programme that underperforms as a result.

In many restaurants, wine lists are built around convenience rather than strategy: safe selections, duplicated styles, slow-moving stock, and teams who lack the confidence to sell beyond the obvious choices.

The result is tied-up cash, missed margin, and a wine list that looks fine on paper but contributes far less to the business that it should.

The Solution

With over 10+ years' experience in the wine industry, I work with restaurant, bar and hotel owners to optimise wine performance from a commercial perspective.

I take a holistic view of the wine programme, reviewing list structure, pricing, suppliers, stock holding, service, glassware, margins, average spend and more.

Every venue is different. With your budget, market, menu and operational realities in mind, I create a tailored, practical solution designed to:

- Improve gross margin

- Increase average spend per bottle

- Reduce slow-moving and redundant stock

- Give staff the confidence to sell wine naturally

The aim is simple: to turn your wine list from a passive offering into a reliable, profitable part of the business.