By Diane from Wine Services
Identification and selection of restaurants and wine shops: how Wine Services ensures strategic placement for your wines
At Wine Services, identifying and selecting restaurants and wine shops are crucial steps to ensure our clients achieve optimal presence in prestigious and strategic points of sale. Thanks to a rigorous methodology that combines technological innovation with in-the-field expertise, we gather comprehensive and reliable data on wine markets, ensuring that each bottle is placed in the right venue to maximize its visibility and sales potential.
Selecting On-Trade points of sale (restaurants)
Our approach to restaurant selection is based on strict quality criteria, designed to meet the standards of premium wine brands. We focus on establishments capable of reflecting the prestige and quality of your products.
The selection criteria for restaurants include:
- Michelin-starred restaurants: These establishments, symbols of gastronomy and luxury, are ideal showcases for exceptional wines. Being listed in a Michelin-starred restaurant associates your brand with excellence and international fine food.
- 4 and 5-star palace/hotel restaurants: Catering to a discerning international clientele, these establishments offer the ideal setting for showcasing exceptional products. They reinforce your high-end image and ensure visibility with a sophisticated and influential clientele.
- Trendy wine bars and restaurants: Popular with clientele seeking new taste experiences, these venues are perfect for promoting quality wines to discerning consumers.
- High-end restaurant chains: Chains like The Palm, Morton’s, or Paris Society offer your products visibility in multiple points of sale, increasing the chances of reaching knowledgeable and affluent customers.
- Restaurants of renowned chefs: Associating your brand with chefs like Yannick Alléno, Joël Robuchon, or Alain Ducasse strengthens your premium positioning and gives your wines additional credibility.
How do we select restaurants?
We use reliable sources such as Michelin lists, Wine Spectator Awards, and the World’s 50 Best Restaurants rankings. Additionally, we explore specialized sites and consult gastronomic and travel publications such as Condé Nast Traveler and Forbes. Our team also leverages LinkedIn and Instagram to identify new establishments or influential sommeliers that may represent an opportunity for our clients.
We combine this information with a thorough analysis of the restaurants’ wine lists. The goal is to identify those offering premium wines, as opposed to narrower selections like natural wines, which may not be suited to our prestigious brands.
Selecting Off-Trade points of sale (wine shops)
For the wine shop market, our objective is to cover all independent wine merchants, chains and department stores, to secure presence for our clients in the most respected points of sale, ensuring these establishments offer a varied and high-quality selection of wines.
Here are our main sources for identifying relevant wine shops:
- Specialized publications and importer websites: We analyze the rankings in magazines such as Falstaff and consult importer websites like Kobrand to identify renowned wine shops.
- Online research and local validation: Using tools like Google Maps, Instagram, and LinkedIn, we scout for potential new wine shops. This information is then validated through local contacts or data provided by our clients.
How is the validation of wine shops conducted?
We prioritize wine shops that offer a diverse selection and have a strong reputation. For instance, stores like Wally’s Wine or K&L Wines are benchmarks in the sector. We analyze the wine selection to ensure that our clients are exposed to an audience of passionate and knowledgeable customers. Location also plays a key role, with particular attention given to upscale or business districts where clients are more likely to seek out exceptional wines.
Tools and methodology: technology at the service of point-of-sale selection
At Wine Services, we have developed internal tools to facilitate and accelerate data collection on points of sale, whether restaurants or wine shops. These technologies allow us to:
- Quickly gather information on thousands of restaurants and wine shops worldwide.
- Filter establishments based on key criteria such as average price, awards (Michelin stars, Wine Spectator Awards), and the presence of a well-curated wine list.
- Regularly update our panels of points of sale to ensure our clients are always positioned in the most recent and relevant establishments.
These tools allow us to automate certain repetitive tasks while maintaining a personalized, human approach in the final evaluation of points of sale.
Market challenges and the importance of local contacts
In certain markets, especially in Asia, gathering reliable information is more complex due to language and cultural barriers. For example, in Japan or China, many restaurants and wine shops do not have comprehensive websites or accessible email addresses. To overcome these challenges, we work closely with local contacts and specialized providers who help us validate information directly on-site.
Territory-based approach methodology
Depending on the markets, we use different approaches: in some countries, we prioritize email or phone contact, while in others, a physical presence is necessary. This allows us to collect more accurate data and gain a better understanding of local specificities.
Conclusion: a proven method to maximize the visibility of your wines
Thanks to our unique methodology, combining technological innovation with in-the-field expertise, Wine Services ensures optimal selection of points of sale for your wines. We rely on strict criteria and thorough validation so that each bottle enjoys the best possible exposure, whether in a Michelin-starred restaurant or a reputable wine shop.
Contact us today to learn more about our selection process and how Wine Services can help position your wines in the most prestigious locations worldwide.
