dashing nineties


Wine card in the restaurant: who is VINovat and how to do it?

Sergey Mironov voiced how wine cards are formed in Meat & Fish, and also said why some sommeliers are so easy to corrupt and how to make contact with representatives of wine trading companies.

"Here I have an unpopular position. At least among... large wine trading companies with their portfolios.

I believe that (as a rule) these companies are on three whales: they have 100% hits, "chips" that the guest knows and will go to. And such "chips" easily sell themselves. They have positions at a very attractive price. When, for example, the manager comes and says: "You just look at how MUCH it costs us!."

They have everything else.

And here comes the negotiator from the wine trading company to the manager from the restaurant. The manager, most often, albeit in the topic of wine, but shallow. And he hears: "There are only 50 positions in your map, we will easily provide you with everything!." Everyone hits their hands, and the restaurant gets a few chips + the same "everything else."

So, your task is to take the "chips" and abandon the "rest."

It's not easy to do that. As a manager, you call the sommelier for help. Like, do we take it or not? And he says: "No, of course! I myself will bring those with whom it would be better to work. " You agree, but note: a sommelier can easily "be friends" with those who will be brought. Travel to Italy, France, other countries. Of course, he is ready to advertise them, but you will eventually remain a hostage to the situation.

The second problem is corruption. Unfortunately, almost any wine trading company has a certain margin in price, which it will definitely give to the director, manager or the same sommelier. Our wine prices in Russia are built in this way. And, coming to your negotiations, the person already knows in advance how much he is ready to drop the price. This is absurd, there are no more such schemes anywhere in the world, but this is a fact: in the selling price of wine in Russia there are always more: the amount for bargaining, the amount for bribes.

And don't forget the amount they'll try to bribe your sommelier. In some wine trading companies there are even entire departments sharpened for this. So what good wine can we talk about? If the company does not set itself the task of selling it to you, but simply quietly closes holes? So that the sommelier is loyal to them and so on - our "wine" market, alas, was and remained at the level of the "dashing 90s." And you need to be very clear about this.

How do they look at the wine map in Meat & Fish? Our principle: 10-12 wine trading companies, from which we choose all the chips. All interesting positions - to us, everything else - overboard. We discuss the optimal discount, form a card and do not change ourselves in this matter.

There is still a moment with Russian wines. Here - as a status in social networks - in general "everything is difficult," and not only with us. We tried many times to put them on the map, but - do not go. What do the guests themselves say about this? Someone believes that the price of Russian wines does not correlate with the quality (and it is easier to take something good foreign for the same money). Others, in principle, do not understand domestic wines, considering them insufficiently promoted.

I will say directly: in my opinion, Russian wines today really "undercut." Yes, we always support manufacturers, participate in promotions, but this is not enough! Just writing in the map "good Russian" and "wooing" his guest is not an option. We need point work with restaurants and more adequate prices. In addition, you need to understand that wine is generally about money "in the long." While the whole Russian business is still about quick profit, "the commissioner for restaurant business published on his networks.
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