The evolution of wine by the glass

Wine by the glass has revolutionized the way your customers experience wine. Once an afterthought on bar and restaurant menus, by-the-glass options were relagated to back pages and small print. Now, they are the standard for on-premise wine programs. The innovation of wine by the glass reflects broader changes in wine culture and consumer trends.

Humble beginnings

Before the mid-1970s, wine menus offered by the glass were virtually non-existent. Restaurants typically offered a generic red or white “house wine,” a basic option without specific varietal or vintage details. This wine was often just a placeholder, not meant to impress but to serve a purpose.

“Before the 1970s, wine by the glass wasn’t really a concept. If you wanted anything beyond a basic house wine, you had to buy the whole bottle,” says Mel Dick, Senior Vice President at Southern Glazer’s Wine & Spirits, and President of the Wine Division.

The game-changer and expansion of wine culture

Then came a turning point. Suppliers and distributors began to rethink the way wine was presented in on-premise settings, such as restaurants and bars. By introducing a variety of wines by the glass, beverage professionals could offer a range of higher quality options. This shift allowed guests to enjoy a diverse selection without committing to a full bottle.

“I suggested placing bottles of Cabernet, Chardonnay, Pinot Noir, Fume Blanc, and Champagne in buckets at the bar. It was a huge success and marked the beginning of a new era in wine service,” Dick says.

The success of this model led to broader adoption and a richer wine culture in dining establishments by allowing consumers to explore various wines and regions. Wine by the glass spurred the introduction of exciting varieties, like Beaujolais Nouveau and Grüner Veltliner, into the restaurant scene.

Advantages for restaurants and bars

Wine by the glass has brought many benefits to restaurants, bars, and consumers, such as:

• Increased variety: Bars and restaurants can offer a diverse selection of wines, catering to different tastes and preferences.
• Cost-effective sampling: Consumers can try new wines without the expense of a full bottle.
  
• Enhanced customer experience: With the option to sample various wines, diners can enjoy a tailored experience and make more informed choices.
   

Innovative trends

• Wine flights: Offering wine flights allows customers to sample multiple wines in a single sitting, enhancing their experience at your establishment
• Wine list updates: Refresh your by-the-glass offerings periodically to keep the selection exciting and relevant for your guests.

If you're looking to refresh your beverage program with a curated selection of wines that drive sales, our network of certified wine experts can help you find the high-demand brands your guests want to order by the glass — or the bottle.

Browse Proof®, our online shopping tool, to discover a comprehensive portfolio of wine and spirits that will enhance your menu and boost the bottom line. Not a Southern Glazer’s customer yet? Get in touch today.