Increasing Restaurant Wine Sales With an Old Show-and-Tell Trick

Larry Mogelonsky | February 12, 2020

By Larry Mogelonsky, MBA, P. Eng. (www.hotelmogel.com) Branding and wine label design have been shown to affect how a customer enjoys the beverage itself. Knowing this, if someone likes the way a bottle looks, he or she will also like the way it tastes. Or at the very least, a person will be more inclined to like a wine if he or she first likes its design. It’s a matter of personal identification. You may recall the fabled lesson, “Don’t judge a book by its cover,” and indeed I’ve adapted this in the past to likewise say, “Don’t judge by a bottle by its label.” But alas, I may be giving the buyer too much credit. The ave...