A by-the-glass program is a discovery channel, not a stopping point. When it is too wide or bottom-heavy, it creates a ceiling on bottle sales. Here is what a BTG program is actually supposed to accomplish.

A reserve section at the back of a wine list is invisible to the guests most likely to use it. Brad and Pat make the case for integrating premium bottles directly into their respective categories.

A wine list anchor is a recognizable bottle that creates a price reference point for everything around it. Without one, guests lose their footing and default away from wine altogether.

Magnum pricing displayed next to standard bottle pricing lets the math do the selling. No pitch needed. Brad and Pat explain why large format wine is the most underutilized check average tool in the business.

A hand-sell wine priced above $100 narrows the audience before the conversation starts. Brad and Pat explain how to price unfamiliar bottles to drive guest discovery and repeat business.

A wine list organized by body weight and flavor descriptor does more than look clean. It reduces guest friction, supports staff, and converts tables into wine-drinking tables before the appetizers arrive.

The right size for a by-the-glass program is the number of selections that drive bottle engagement without creating spoilage, staff confusion, or a stopping point for guests who should be spending more money in your restaurant.

Wine list pricing should follow a bell curve: 25% under $100, 50% between $100 and $300, 25% above. Flat markup logic leaves money at every tier. Here is how to structure a list that sells across the board.