Wine List Consultant | Spruik Lab

Find out why your wine program is underperforming

As a specialist wine list consultant, Spruik Lab reviews your wine list, pricing, product mix, by-the-glass offer, sales reports and staff selling practices to identify the changes most likely to improve commercial performance.

Book an initial review

Start with the list and information you already have. No immediate supplier change or complete rebuild is required.

The warning signs

Does any of this sound familiar?

A wine program can appear busy, varied and well supported while still falling short commercially.

Wine sales have stalled or declined.
Customers keep choosing the cheapest familiar option.
The list has grown without a clear commercial plan.
By-the-glass wastage is difficult to track.
Staff avoid recommending wines they do not understand.
Slow-moving stock continues to occupy cash and storage.
Sales reports are produced but rarely analysed.
Supplier decisions are shaping the list more than customer demand.

What the review answers

Clear answers to the commercial questions behind the list

The review is designed to show what is working, what is not and where the strongest opportunities sit.

01

Which wines are earning their place?

Identify the products supporting revenue, margin and customer choice, along with those that are using space and stock investment without sufficient return.

03

Is the list structured to encourage better choices?

Review price progression, category balance, product placement, range size and the choices presented to customers.

04

Is the by-the-glass offer commercially controlled?

Assess range size, turnover, freshness, pour cost, wastage and the discipline required to prevent list creep.

What we examine

What a wine list consultant reviews

A wine list cannot be assessed properly in isolation. Its performance is influenced by pricing, customer behaviour, stock, supplier relationships, staff capability and reporting.

The review brings those areas together so recommendations are based on how the venue operates, not simply on which wines appear on the page.

  • Current wine list
  • Cost and selling prices
  • Gross profit by product
  • Price architecture
  • Category and regional balance
  • By-the-glass range
  • Product-mix reports
  • Slow-moving inventory
  • Wastage and pour controls
  • Supplier concentration
  • Staff selling practices
  • Training requirements

What you receive

A commercial action plan, not simply a list of observations

The final recommendations are designed to support clear decisions and practical implementation.

01

Performance assessment

A clear summary of the strengths, weaknesses and commercial opportunities within the current wine program.

02

Immediate pricing opportunities

Identification of products, price points and structures that may support stronger gross profit.

03

Product recommendations

Guidance on products to retain, reconsider, reposition, replace or remove.

04

List and range changes

Recommendations for range size, category balance, price progression, product placement and simplification.

05

By-the-glass recommendations

A clearer structure for turnover, choice, margin, wastage control and one-in, one-out list discipline.

06

Staff training priorities

Identification of the knowledge, language and selling habits most likely to improve customer conversations.

07

Reporting processes

Guidance on the reports, measures and review rhythms needed to track performance.

08

Sequenced implementation plan

A practical order of action so the venue can focus first on the changes with the strongest commercial value.

09

Ongoing support options

Assistance with supplier conversations, list changes, reporting, training and implementation where required.

Recommendations are ranked by likely commercial impact, ease of implementation and cost.

Service pathway

Choose the level of support you need

Start with a focused assessment or continue through to detailed review and implementation.

Starting point

Initial Review

A first assessment of your current wine list, commercial concerns and available information.

  • Review of the current list
  • Discussion of your objectives
  • Identification of obvious issues
  • Recommended next step
Book an initial review

Detailed analysis

Full Wine Performance Review

A detailed commercial review of pricing, range, margin, product mix, reporting and staff capability.

  • Commercial performance analysis
  • Range and pricing recommendations
  • By-the-glass assessment
  • Training and reporting priorities
  • Structured action plan
Discuss a full review

Practical delivery

Implementation Support

Ongoing assistance to help turn the recommendations into measurable improvements.

  • Wine list changes
  • Supplier discussions
  • Reporting systems
  • Staff training
  • Performance reviews
Discuss implementation

Why act now?

Underperformance compounds quietly

A small weakness repeated across hundreds of sales can become a substantial commercial loss.

A review identifies problems before they become accepted as normal operating conditions.

  • A weak-performing wine ties up stock investment and occupies valuable list space.
  • An oversized range increases training complexity and makes confident recommendations harder.
  • Poorly controlled by-the-glass products increase wastage and reduce margin.
  • An inconsistent pricing structure can push customers towards lower value choices.
  • Unused sales reports leave important customer and product trends hidden.
  • Staff who lack confidence tend to take orders rather than influence them.

Why Spruik Lab

Why choose Spruik Lab for your wine list review

Erez Gordon has spent more than three decades working across hospitality operations, restaurant ownership, wine retail and commercial wine buying. He has built and managed three Goblet award-winning wine lists and trained service teams to sell with greater confidence.

Spruik Lab recommendations are based on what can be implemented in a working venue, not on creating an idealised wine list that ignores staffing, stock, supplier and margin constraints.

  • Built and managed three Goblet award-winning wine lists
  • More than three decades of restaurant, retail and commercial wine-buying experience
  • Staff training and operational leadership experience
  • Advice designed for practical commercial implementation

Frequently asked questions

Before you begin

What information do you need?
The current wine list and selling prices are the starting point. Cost prices, sales reports, product-mix reports, stock information and wastage records will allow for a more detailed commercial assessment.
Can you work with our current suppliers?
Yes. The review does not require you to replace existing suppliers. We assess whether the current range, pricing, support and supplier balance are serving the venue effectively.
Do we need detailed sales reports?
No. A useful initial assessment can still be completed without detailed reports. Where reports are available, they help replace assumptions with evidence and allow recommendations to be more precise.
Can the review be completed remotely?
Yes. Much of the analysis can be completed remotely using your list, pricing and reports. Venue visits, management meetings and staff training can be added where required.
Will you recommend specific wines?
Yes, when product changes are required. Recommendations will be based on commercial role, quality, value, customer suitability, price point and the structure of the wider list.
Can you help implement the changes?
Yes. Implementation support can include list revisions, supplier discussions, pricing, reporting systems, staff training and ongoing performance reviews.
How much of the list usually needs to change?
That depends on the current performance of the program. The aim is not to replace products unnecessarily. Strong performers should be retained, while changes should focus on the areas with the clearest commercial opportunity.
How much does a wine list review cost?
The cost depends on the size and complexity of the wine program, the information available and the level of support required. An initial conversation allows us to understand the scope and recommend the most appropriate review.
How long does a wine list review take?
Timing depends on the size of the list, the quality of the available information and whether the review includes implementation support. A focused initial assessment can be completed quickly, while a full commercial review requires more detailed analysis.

Start with what you have

Send us your wine list

Tell us what is not working, what you would like to improve and what information you currently have available. We will recommend the most appropriate starting point.

Start the conversation

Let's talk about your wine program

Tell us a little about your venue, what is not working and what you would like to improve.

We will review your enquiry and recommend the most appropriate starting point.

You do not need to have all the answers before getting in touch. Your current wine list is enough to begin.