Winter Is Coming
Hello WineWorkers.
Can you feel it? That crisp autumn air means one thing for us in the wine business; it is time to say goodbye to the beautiful rosés and light white wines that carried us through summer. I know, I know... we love them, believe me they are my favorites. But winter is knocking at the door, and our customers are already craving for something a little less chilled.
The Seasonal Shift Challenge
What's Changing
That crisp autumn air means one thing for us in the wine business: transformation time. Your customers' palates are evolving with the season, seeking deeper, more comforting flavours to match the cooler weather.
  • Summer wines losing appeal
  • Guest preferences shifting warmer
  • Revenue opportunities changing
The challenge isn't just about swapping wines—it's about managing this transition strategically to maintain profitability whilst delivering exactly what your guests crave during the colder months.
Action 1: Refresh Your BTG Revenue Engine
The Problem
Summer's light wines lingering on your list confuse guests and reduce sales. Your by-the-glass selection is your revenue engine—it needs strategic refreshment for maximum winter profitability.
The Solution
Rebalance, don't eliminate. Reduce light whites and rosés to 3 options maximum. Add full-bodied whites and light reds. Remember: people still want lighter options in winter, just give them the right ones.
Action 2: Smart Inventory Management
Create 2-Week Offers
For seasonal wines you're removing, create special offers to clear stock before reprinting menus. It's easier to say "we don't have this, but try something new" than asking staff to sell discontinued items.
Reduce Archive Quantities
If keeping wines but removing from BTG, reduce archive quantities first. Adjust weekly supply orders to match new demand patterns and avoid overstock situations.
Mind the Temperature
Winter irony: it's colder outside but warmer inside. Heating pushes dining rooms to 23°C or more. Keep only 3-4 fast-movers in dining areas; store the rest in cooler conditions.
Action 3: Embrace "Warm" Wine Options
Winter doesn't mean only reds. Remember, the temperature inside your restaurant hasn't really changed—it's just the feeling. Guests who prefer lighter wines will still seek them, just in different forms.
1
Smart Substitutions
Replace Sauvignon Blanc with Chablis or Albariño for more body whilst maintaining freshness. Swap Rosé for Light Pinot Noir or Beaujolais to bridge the gap beautifully.
2
Seasonal Upgrades
Transform Riesling selections into young Côtes du Rhône options. Contact suppliers for 2-3 seasonal recommendations that match your style and budget requirements.
3
Service Adjustment
In other words: keep those ice buckets tucked away. Your wine service should reflect the season's warming embrace whilst maintaining the quality your guests expect.
Action 4: Seasonal Marketing Strategy
Make the Change Visible
Changing your list means nothing if you don't inform your guests about it. Your marketing strategy should highlight the thoughtful curation you've done for their winter dining experience.
  • Develop "Winter Wine Welcome" campaigns
  • Create wine and food pairing promotions
  • Design table tents featuring "Staff Picks"
  • Highlight seasonal selections prominently
Whatever approach suits your venue's style is brilliant—just ensure you're actively communicating these exciting changes to your guests.
Action 5: Train Your Team for Success
It's autumn now, which means part of your team has likely changed. University graduates have moved on to "real jobs" whilst newcomers have arrived. Even your senior staff need a refresher call to action.
Schedule Team Tastings
Taste the new wines together. Give them pairing suggestions and selling points. Provide solutions for handling guest requests for replaced wines with confidence and enthusiasm.
Develop Transition Scripts
Equip your team with positive language: "I've got good news and even better news—whilst your favourite Sancerre isn't by the glass anymore, I have the perfect winter replacement that matches your taste perfectly."
Sample Staff Scripts That Work
The Positive Pivot
"Hello, I've got some exciting news for you. Whilst your favourite Sancerre isn't available by the glass this season, I have just the right winter replacement that I think you'll absolutely love."
The Expert Recommendation
"Our sommelier has chosen beautiful winter wine offerings for you. We tasted them last week, and knowing your preferences, I'm confident this Beaujolais will become your signature winter wine this year."

These scripts turn potential disappointment into exciting discovery. Train your team to use enthusiasm and expertise to guide guests toward new favourites rather than focusing on what's no longer available.
Free WineWork Training Resources
Complete Staff Training Kit
Need ideas for your staff meeting? Our comprehensive WineWork training suggestions cover everything from tasting techniques to guest conversation starters.
  • Seasonal wine transition guides
  • Upselling conversation templates
  • Food pairing quick-reference cards
  • Guest objection handling strategies
Download the complete PDF package to share with your team, ensuring everyone's equipped for successful winter wine service.
Download Training Kit
Ready to Transform Your Winter Service?
5
Action Steps
Simple strategies to transform your wine programme
2
Weeks
Time needed to clear seasonal inventory efficiently
23°C
Dining Room
Average winter temperature to consider for wine storage
Winter is coming, but with these strategic steps, your wine programme will be perfectly positioned for success. Your guests will appreciate the thoughtful curation, your staff will feel confident in their recommendations, and your revenue will reflect the smart transitions you've made.