Digital wine list • 17 August 2025

Restaurant Salon: 10 Concrete Digital Actions to Transform Your Contacts into Clients

Well-designed events transform a restaurant into a true destination: they increase revenue, energize the team, build customer loyalty, and attract local press. Whether you are a wine bar, bistronomic, or gastronomic table, this practical guide helps you design, sell, and manage profitable events — tastings, themed evenings, masterclasses — with a simple method, checklists, and actionable ideas starting this month.

Why Organize Events

An event creates a reason to come on a fixed date, increases the average basket (food-wine pairings, premium cuvées), encourages word-of-mouth, and generates content for your networks. It is also an HR tool: skill development for teams (wine service, storytelling), internal pride, and cohesion. From a business perspective, aim for three measurable objectives per event: 1) fill X covers at an average price higher by Y %, 2) collect opt-in emails for follow-up, 3) sell additional products (bottles to take away, gift vouchers). Underlying this: develop your venue brand and your oenological expertise with a qualified local audience.

Choosing the Event Format

The right format depends on your identity, your capacity, and your margins. Proven examples: 1) Free tasting of 5 wines + sharing platters; 2) Food-wine pairing dinner in 4 courses; 3) Thematic masterclass (grape variety, terroir, vintage); 4) Winemaker meeting with Q&A; 5) Thematic evening (Italy, Pinot Noir, natural wines); 6) Sensory workshop (tasting initiation, service, and glassware). Define the promise in a clear sentence, the concrete benefit for the customer, and the marketing “hook” (guest, rarity, vintages). Limit the duration to 90–150 minutes and cap the number of places to preserve the experience.

• Format Tip: offer two tickets: “Discovery” (3 wines) and “Signature” (5 wines + bite), to broaden the target without complicating service.
• Example: “Loire Tour in 5 Glasses” with a finale on an old vintage for the “wow” effect.

Building a Relevant Calendar

Plan by quarter with “chestnuts”: harvest (Sept.-Oct.), Beaujolais Nouveau (Nov.), year-end celebrations (festive pairings), Valentine's Day (pairing menu), spring rosés, summer terrace, Father's Day (spirits). Add locally anchored events (fairs, festivals, after-work Fridays). Alternate pedagogy (masterclass) and conviviality (standing tasting) to reach different audiences. Leave 6–8 weeks between initial communication and the event date, with a final reminder 7 days before. Block “backup slots” for opportunistic collaborations (visit from a winemaker, release of a rare vintage).

• Recommended Cadence: 1 major monthly event + 1 short format (after-work 60 min) every 2–3 weeks.
• Target Capacity: 60–80 % of filling announced at D-10 to limit commercial stress.

Budget, Pricing, and Margins

Build a simple P&L per event: cost of drinks (CB), cost of food (CF), personnel (P), rental/tableware (L), marketing (M). Set a public price that ensures a target gross margin (e.g., 70 % on drinks for a tasting; 65 % on a pairing dinner). Add an “upsell” line (bottles to take away, gift cards) to secure the result. Three models: 1) Paid ticketing (average ticket 35–95 €); 2) Free but minimum consumption; 3) Co-sponsoring with domain/distributor (CB discount for visibility and sales). Don’t forget platform fees if you use online ticketing.

• Practical Rule: aim for a break-even point reached at 60 % filling (safety) and a net margin of 20–30 % at 90 % filling.
• Winning Upsell: -10 % on bottles purchased to take away that evening (pack of 3 or 6).

Strategic Partnerships

Invite partner winemakers, merchants, or wine shops: they bring expertise, a contact list, and sometimes product participation. Co-build the storytelling (terroir, vintage, anecdotes), define the visibility sharing (posters, networks, mailing), and clarify the on-site sales policy (margins, payment, legal conditions). Also consider cultural actors (galleries, acoustic musicians) and local tourism (office, hotels) to attract additional audiences. Formalize the partnership with a mini-contract: date, cost sharing, objectives (X tickets sold), image rights, right to cancel/postpone based on participant threshold.

• Tip: prepare a “media kit” for the partner: visuals, short texts, ticketing links, hashtags.
• Bonus: reserve 2–4 tickets for qualified local influencers (food/wine) with a precise brief on the editorial line.

Marketing and Communication

A simple plan works better than a complex one. Create a dedicated page with online ticketing, clear information (date, times, format, menu, allergens, limited places). Activate 4 channels: 1) Email: 3 sends (D-45 launch, D-21 reminder, D-7 last call) + “VIP” segment 48 hours in advance; 2) Social networks: Facebook/Instagram event, 1 teaser reel, 2 carousel posts, stories at D-10/D-3/D-1; 3) Local SEO: publish on Google Business Profile (Post “Event”), add “Event” schema on the page if possible; 4) Partners: co-publication and relay. Invest a small geo-targeted ads budget (2–5 km, wine/food interests) to boost the last 20 places.

• Visual Check: square + vertical poster format, 1 promise phrase, readable date, call-to-action “Reserve”.
• Local PR: alert local press/agenda and neighborhood Facebook groups.
• Content: share 1 “behind the scenes” story preparation/glasses/tasting sheet to anchor expertise.

Ticketing and Reservations

Reduce friction: mobile-first online ticketing, secure payment, confirmation email + calendar (.ics). Limit no-shows with full payment or non-refundable deposit at D-3, clear cancellation policy, and automated waiting list. Assign arrival slots to streamline reception and pre-collect dietary/allergen constraints. Centralize reservations in a single tool (notebook or PMS/EMS) and synchronize inventory to avoid overbooking. Prepare badges/room plan if seated format; for standing, organize “stations” by wine with clear signage.

• Payment Tip: offer an “early bird” 10–15 % until D-21 to launch the dynamic.
• Option: “duo” rate to encourage attendance in pairs and increase the basket.

Operations on the Day

Organize a 15-minute team briefing: schedule, roles, key messages by wine, service gestures, overload signals. Plan 10–15 % buffer product (breakage, overconsumption), identical glasses by sequence, spit buckets, water, neutral bread. Display a mini-menu/tasting sheet per guest. Start on time and respect the timings: 12–15 min per wine on a masterclass, 8–10 min in free tasting. A host handles check-ins and upsells (bottles, gift vouchers). Focus on a playlist at controlled volume, functional lighting, calibrated wine temperature. End with a clear “call to action”: next date, immediate purchase discount.

• Express Checklist: ticketing QR codes, cash float, bottle bags, markers for glasses, napkins, coolers, waste buckets.
• Photo/Video: designate 1 person to capture 10–15 short (vertical) contents for reuse.

Measuring Success and Building Loyalty

Systematically measure: filling rate, revenue per seat, net margin, average drink basket, take-away sales, acquisition cost (marketing expenses / tickets sold attributed), NPS/satisfaction (mini-survey QR code), new email subscribers. Analyze qualitative feedback (questions asked, wines favored) and feed your menu/purchases. Within 48 hours, send a “thank you” email with 1) photo album/recap, 2) review link, 3) limited offer on tasted cuvées, 4) pre-sale of the next date. Create a loyal “tribe”: “Club” status (24-hour early access, reserved places, member prices).

• Target KPI: 30–50 % re-purchase of bottles the same evening from participants; 20–30 % who return for a next event within 90 days.
• Automation: email sequence 3 messages over 14 days with educational content + offer.

Regulation and Safety

Check your license (III/IV) and the framework for serving alcohol; respect municipal hours and take-away sales. Clearly display allergens and indicate the presence of sulfites. For music, declare to SACEM if necessary. Check age in case of doubt; offer water and non-alcoholic options. Respect ERP rules: clear exits, capacity, fire extinguishers, displays. Update your professional liability insurance and, for an outdoor/private space, obtain the necessary permits. In case of commercial collaboration, formalize billing, VAT, and responsibilities. Prepare a prevention plan (falls, broken glass) and a first aid kit.

• Good Reflex: a dedicated “consumption manager” to monitor and intervene discreetly if needed.
• Ethics: promote responsible returns (transport, breathalyzers, VTC partnerships).

12 Event Ideas for 2025

Need immediate inspiration? Here are twelve formats that perform and adapt to different capacities: 1) “Vertical” of a domain (3 vintages of the same cuvée); 2) Grape variety duel (Pinot Noir vs. Gamay); 3) Tour of a terroir in 5 glasses (Loire, Piedmont, Galicia); 4) Seasonal cheese pairings x wines; 5) Bubbles evening: traditional method vs. ancestral; 6) Masterclass “wine faults” (educational and fun); 7) Four-hands dinner with guest chef; 8) After-work rosés and tapas on the terrace; 9) Orange wines and macerations; 10) “Back vintages” from the cellar at cellar prices; 11) Focus on winemaker(s); 12) “Zero added sulfite” guided tour.

• Plus: offer a “Passport 3 events” with packaged pricing and member benefits.
• CSR: theme “wines and climate” with insights on sustainable viticulture and short circuits.

Winevizer Resources and Monitoring

Stay updated on wine trends, vintage releases, and inspiring initiatives through sector monitoring. Check the news and analyses published regularly: menu inspirations, regional focus, service innovations, feedback from successful events. A good reflex: capture 2–3 ideas per month and adapt them to your house DNA. Avoid “copy-paste”: keep your culinary signature, tone, and level of technicality to remain credible with your clientele.

To go further and find ready-to-use event angles, explore the news and files: https://www.winevizer.com/news. And to discover publications dedicated to restaurant events, check the category: https://www.winevizer.com/category/evenement-de-la-restauration.

In Summary

• Define a simple promise and a format suited to your identity and capacity.
• Plan a quarterly calendar with chestnuts and alternation of pedagogy/conviviality.
• Master your P&L: pricing, margins, break-even at 60 % filling, structured upsells.
• Activate 4 marketing channels (email, networks, local SEO, partners) with a clear retro planning.
• Simplify ticketing: online payment, cancellation policy, waiting list.
• Orchestrate the day: briefing, signage, timing, “wow” experience, and final call-to-action.
• Measure, thank within 48 hours, capitalize on UGC, and launch pre-sale of the next date.
• Respect the legal framework: license, allergens, music, ERP, insurance, prevention.
• Test 2025 formats (vertical, grape variety duel, orange wines, 4 hands) and create a “Club”.
• Regularly monitor Winevizer to renew your ideas and stay credible.

Discover more ideas and concrete cases in the dedicated category for restaurant events on Winevizer, and follow the latest news on Winevizer News to nourish your next calendar.

Access more files and inspirations on https://www.winevizer.com/ or browse directly the “Restaurant Event” category here: https://www.winevizer.com/category/evenement-de-la-restauration.