03 Aug Turning Great Service into Higher Beverage Sales

Ask almost any venue manager if they want their team to sell more premium wine, craft beer or top-shelf spirits, and the answer will be an enthusiastic “yes.” Ask those managers how they’ve trained their staff to do it, and the answer is often far less convincing.

Poor beverage sales are rarely caused by a lack of motivation. More often, they’re caused by a lack of confidence. Most hospitality employees – particularly younger team members – don’t avoid recommending premium beverages because they don’t care. They avoid it because they’re worried about getting it wrong. They’re afraid they won’t be able to answer questions They’re concerned they’ll recommend the wrong wine. They don’t want customers to think they’re being pushy.

The solution isn’t a one-off product tasting or asking staff to memorise a wine list. Building confidence requires a structured approach that develops knowledge, communication skills and self-belief over time.

Start With the Why

Before teaching staff what to recommend, explain why beverage recommendations matter. Too often, employees think management simply wants them to “sell more.”

A better message is that recommending the right drink improves the guest experience. A thoughtful wine recommendation can elevate a meal. A well-matched cocktail can become the highlight of a celebration. A local craft beer can introduce visitors to something uniquely Australian.

When staff understand they’re enhancing the guest’s experience rather than just increasing revenue, their approach becomes far more authentic.

Teach Products Through Stories

Most people remember stories and forget technical specifications. Rather than asking staff to memorise grape varieties, alcohol percentages or tasting notes, tell them something memorable.

For example:

• Who makes the wine?
• Is it family-owned?
• Is the brewery local?
• Has the spirit won any awards?
• What food does it pair particularly well with?

Customers enjoy hearing stories, and staff find them much easier to remember.

Keep Training Short and Regular

One of the biggest mistakes I see is trying to teach everything in a single session. Nobody remembers an hour-long presentation before a busy Friday night service. Instead, deliver five to ten minutes of beverage training before each shift. Cover just one product, taste it if possible, discuss who it’s suitable for, and role-play how to recommend it.

Within a few months, your team’s product knowledge will have grown significantly without overwhelming anyone.

Let Staff Taste What They Recommend

Confidence comes from experience. It’s difficult to enthusiastically recommend a wine you’ve never tasted or a cocktail you’ve never seen made. Responsible tasting sessions don’t require large quantities of alcohol. Small samples are enough for staff to understand flavour, aroma and mouthfeel.

If alcohol tastings aren’t practical, involve suppliers, use tasting notes, or invite staff to observe drink preparation and presentation. The more familiar they are with the product, the more naturally they can talk about it.

Teach Conversation, Not Scripts

Customers quickly recognise rehearsed sales lines. Instead of asking staff to memorise exact wording, teach them simple conversational frameworks.

For example:

Ask a question; listen carefully; recommend one suitable option; explain why it matches the guest’s preferences.

For example:

“Do you normally enjoy lighter reds or something fuller-bodied?”

After listening:

“In that case, I’d recommend our Coonawarra Cabernet. It’s full-bodied without being too heavy and pairs beautifully with the rib-eye.”

This feels like advice, not a sales pitch.

Build Confidence Through Role Play

Many staff dread role-playing because they associate it with being put on the spot. Done well, it’s one of the fastest ways to build confidence. Create realistic scenarios your team encounters every day.

Examples might include:

• A guest celebrating an anniversary.
• Someone choosing wine for the table.
• A customer wanting to try something local.
• A diner asking for a recommendation within a budget.
• A guest who says, “I don’t know much about wine.”

Practising these conversations outside of service helps staff feel prepared when the real situation arises.

Give Staff Permission Not to Know Everything

One of the biggest barriers to confidence is the belief that staff must know every answer. They don’t. Teach your team that it’s perfectly acceptable to say:

“That’s a great question. Let me check with our wine expert so I can give you the best recommendation.”

Guests appreciate honesty far more than guesswork. Confidence comes from knowing how to find the answer, not pretending to have one.

Celebrate Great Recommendations

Training doesn’t finish once staff leave the briefing. Managers should actively look for examples of excellent beverage recommendations during service. When someone confidently recommends a premium wine or receives positive feedback from a guest, recognise it. Mention it during post-service debriefs. Share success stories in team meetings. Positive reinforcement encourages others to adopt the same behaviours.

Measure Improvement

Like any skill, beverage recommendation improves when it’s measured. Look beyond total beverage sales.

Track indicators such as:

• Premium wine sales.
• Average beverage spend per guest.
• Bottle-to-glass wine ratio.
• Cocktail sales.
• Attachment rates for pre-dinner drinks or desserts.

Share these figures with the team so they can see the impact of their efforts. People are more motivated when they can measure progress.

Create a Learning Culture

The best beverage teams are always learning. Encourage curiosity, invite suppliers to run tasting sessions, visit local wineries and breweries when opportunities arise. Ask staff to recommend a “drink of the week.” Create friendly competitions that reward product knowledge rather than simply sales. When learning becomes part of your venue’s culture, confidence grows naturally.

The takeaway

Premium beverage sales don’t increase because staff are told to “upsell more.” They increase because employees feel knowledgeable, comfortable and genuinely excited to share recommendations with guests. That confidence isn’t built overnight. It develops through regular coaching, practical experience and supportive leadership.

While menu design, pricing and product range all matter, the biggest influence is usually the person standing beside the table. A confident hospitality professional who understands the products, listens to guests and makes thoughtful recommendations will almost always outperform the most beautifully designed wine list.

Invest in your team’s confidence, and the sales will follow. More importantly, so will better guest experiences, stronger customer loyalty and a workplace where staff take genuine pride in the service they provide.