This paper examines how wine is sold to customers in restaurants and specifically examines the interaction between the wine consumer and the marketer of wine in multi- unit, casual dining restaurants. According to Ben Salisbury, Vice President, Global Account Development Stimson Lane Vineyards & Estates (dba Chateau Ste Michelle) upselling is “out”, and service is “in”. Increased check averages should be the natural result of meeting guests’ needs. Servers do not like to “sell” and guests do not like to be “sold”. The real “art” of selling is finding out what people want and then helping.
