Wine list and beverage consulting
More wine sales. Better margins. A wine program built to perform.
Spruik Lab helps restaurants, pubs, clubs and hospitality venues improve wine sales, protect margin and build beverage programs their teams can sell with confidence.
Practical advice from an experienced hospitality operator, wine buyer and award-winning wine-list builder.
Commercial performance
Your wine list should be earning more
A wine list can look good and still underperform. Poor structure, unclear pricing, slow-moving stock, weak staff confidence and unmanaged by-the-glass wastage can quietly reduce sales and profit.
01
Margin is disappearing
Your pricing may look correct on paper while wastage, overpouring and slow-moving stock steadily erode the result.
02
The list has lost its purpose
Wines are added over time, the range grows and products remain long after they have stopped earning their place.
03
Staff are not selling confidently
Product knowledge alone does not always provide the language, prompts and confidence needed to start useful conversations.
04
The reports are being ignored
Sales reports, product-mix data and wastage records often contain the answers, but only when somebody knows what to look for.
Services
Practical support for a more profitable wine program
01
Wine List Review
A commercial review of your current list, including structure, pricing, product mix, by-the-glass performance and opportunities for improvement.
Explore wine list reviews →02
Profit and Margin Protection
Identify margin leaks, slow-moving stock, list creep, weak pricing and operational practices that reduce profitability.
Protect your wine margin →03
Staff Training and Sales Support
Build staff confidence, improve guest conversations and create simple selling habits that produce measurable results.
Improve wine sales →How it works
A clear, practical process
01
Share the current position
Send your wine list, pricing and any available sales or product-mix reports.
02
Identify the opportunities
Spruik Lab reviews the list from both a customer and commercial perspective.
03
Receive a practical plan
Recommendations are prioritised by likely impact, cost and ease of implementation.
04
Put the plan to work
Spruik Lab can assist with list changes, supplier conversations, reporting and staff training.
Experience
Operator experience, not abstract advice
Spruik Lab was founded by Erez Gordon, an experienced hospitality operator, wine buyer and consultant.
Erez has owned and managed restaurants and wine businesses, built award-recognised wine lists and trained hospitality teams to sell wine with greater confidence.
The advice is grounded in the realities of running a venue: limited time, changing costs, supplier pressure, staff turnover and the constant need to protect margin while giving customers a better experience.
- Three Goblet wine-list awards
- Restaurant, retail and wine-buying experience
- Commercial advice designed for independent venues
Free resource
Is your wine list protecting your margin?
Download the free Spruik Lab Wine List Profitability Checklist and review the areas most likely to affect sales, stock performance and profitability.
- By-the-glass performance
- Pricing and margin
- Slow-moving stock
- Staff sales support
- Supplier and product mix
- List structure and range control
Insights
Practical thinking for hospitality operators
Commercial advice, practical systems and useful ideas for improving wine sales and protecting margin.
Margin Protectors
Pricing for Profit Is Only the Beginning
Correct pricing establishes the margin. Strong operational processes are what protect it.
Read the article →Sales Builders
Why Most Wine Training Fails to Increase Sales
Effective training gives staff the confidence and language needed to create better customer conversations.
Read the article →Venue Intelligence
The Wine List Metrics Every Venue Should Track
Sales reports and product-mix data can reveal the small changes capable of producing substantial results.
Read the article →Commercial review
What a wine list review can uncover
A review examines the list as a commercial tool, not simply as a collection of wines.
The purpose is not to replace everything. It is to identify the changes most likely to improve performance.
- A popular by-the-glass wine that is underpriced
- Products occupying list space without sufficient sales
- Price gaps that push customers towards the cheapest option
- Supplier incentives that are not producing commercial value
- Staff avoiding wines they do not understand
- Reporting that is available but not being used
Start the conversation
Your wine list should work harder for your venue
Send us your current wine list and tell us what you would like to improve. We will review the position and recommend the most useful next step.