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Creating a Successful Wines‐By‐The‐Glass Programme

Michelle Latour (Texas, USA)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 March 1994

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Abstract

Wines‐by‐the‐glass programmes are a flexible and profitable means for restaurants to sell wine to customers in a society emphasising moderation. The breadth, depth, prices and types of wine which constitute a well‐designed by‐the‐glass programme are dictated by the style of restaurant, the cuisine and the clientele. Two approaches to the service aspect are also discussed. Glassware and storage facilities also factor into the programme. This article presents some ideas and areas to consider when designing a successful and profitable wines‐by‐the‐glass programme.

Keywords

Citation

Latour, M. (1994), "Creating a Successful Wines‐By‐The‐Glass Programme", International Journal of Wine Marketing, Vol. 6 No. 3, pp. 5-10. https://doi.org/10.1108/eb008631

Publisher

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MCB UP Ltd

Copyright © 1994, MCB UP Limited