What is the right size for a by-the-glass program?

A by-the-glass program that’s too large stops functioning as a discovery tool and quickly becomes a cost problem. The line between those two outcomes is closer than most operators realize or understand.

The purpose of a BTG program is to create entry points that guide guests toward bottle engagement. A guest who samples an $18 pour should feel curious enough to ask about the bottle. If the program is so wide that guests find a comfortable price and stop there, the BTG list is working against your business’ main profit center. The BTG program should be a staircase, not a ceiling.

Patrick Wert flagged this directly in the Uchi Austin wine list critique. With nearly 20 sake by-the-glass selections and 10 to 12 wines BTG running simultaneously, the program creates real discovery value on paper. However, the operational costs of that breadth are just as real. Spoilage, inconsistent pours, and staff unfamiliarity with a rotating cast of 30-plus by-the-glass options are the hidden tax on a wide BTG program.

The smarter question isn’t how many BTG wines to carry, but whether each BTG selection has a clear job. Is it an entry point? A crowd-pleaser that generates intrigue? A hand-sell wine that earns its place through staff enthusiasm and strong conversion? Every BTG selection should earn its spot by driving behavior instead of comfort.

A tight BTG program with seven to ten intentional selections will almost always outperforms a grand one without architecture surrounding it.