Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/338799 
Year of Publication: 
2025
Citation: 
[Journal:] Businesses [ISSN:] 2673-7116 [Volume:] 5 [Issue:] 2 [Article No.:] 24 [Year:] 2025 [Pages:] 1-18
Publisher: 
MDPI, Basel
Abstract: 
The restaurant industry, especially fine dining, is characterized by intense competition and an increasing number of closures. Wine is a profit lever, but the exploitation of sales potential can present a challenge. As consumers encounter more extensive wine lists, they often find themselves overwhelmed. A restaurant experiment in Stuttgart, Germany, examined strategies to simplify decision-making for customers and their impact on wine purchases and the dining experience. This experiment, conducted at a small fine-dining establishment, aimed to understand how wine descriptions and pairing recommendations influence customer choices and behavior, revealing key insights that wineries and restaurants can leverage to boost wine sales. The findings underscore the power of wine descriptions and strategic pairing recommendations in enhancing customer engagement. They suggest that restaurants can increase their wine sales by integrating well-crafted wine descriptions into menus, while wineries can benefit by providing comprehensive tasting notes and pairing suggestions that align with restaurant offerings. For both sectors, understanding the sensory and psychological factors that shape wine appreciation can offer a competitive edge.
Subjects: 
customer behavior
profitability
restaurant management
sommelier
wine and gastronomy
wine customer engagement
wine list
wine marketing strategies
wine sales
wine supply
wine-and-food pairing
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Appears in Collections:

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.