This document provides tips and strategies for restaurants to develop a trendy and unique wine-by-the-glass program using a Coravin system. It highlights that 60% of wine drinkers are beginners and millennials crave unique experiences. The document recommends offering thematic flights and inspired pairings to encourage trial of different wines. It also shares examples of special wine experiences from restaurants and the business benefits of a Coravin program, such as increased sales and lower costs.

1. HOW TO DO ATrendy, Unique, Extraordinary, Insane
WINE-BY-THE-GLASS PROGRAM
@Coravin | #BTGrevolution

2. 60%
Want to know in
simple terms what a
wine tastes like
37%
Intimidated /
overwhelmed by
the number of
offerings
31%
Would try more
varietals if they
didn’t need to buy
an entire bottle
60% OF WINE DRINKERS IN U.S.
SELF-IDENTIFY AS BEGINNERS
80%
Are confused by
wine-industry terms
* Mintel, November 2016

3. ….this means there is big growth opportunity by tapping
into purchase drivers for on-premise buyers.
- Wine guidance / education
- Clear Food Pairings
- Encouraging trial – smaller format
- Storytelling / Experiences
LESS THAN HALF OF WINE CONSUMERS
PURCHASE WINE ON-PREMISE...
* Mintel, November 2016

4. -3.7%
Dollar Sales BTB
+1.2%
Dollar Sales BTG
+7.7%
Luxury Wine Dollar Sales
(>$20 BTG)
ON-PREMISE BY THE NUMBERS
*GuestMetrics, May 2016

5. 61%
of on-premise
wine buyers are
millennials
* Mintel, November 2016

6. Percentage of millennials who spend more
money on experiences than on material things.
WHY?
• Enrichment – 69% feel time spent out with friends is
more valuable than nights at home
• Memories – 77% say best memories at events
• Bonding – 79% feel they deepen relationships
• Shareable on social – 60% of millennials shared their
favorites experiences last year
78%
*Harris Group, May 2016

7. Yet only 39% of wine drinkers
view wine as an
artisanal/craft product.
MILLENIALS CRAVE
UNIQUE,
EXCLUSIVE,
ONE-OF-A-KIND,
HARD-TO-FIND,
SPECIAL,
PRODUCTS
* Mintel, November 2016

8. So….how do we harvest untapped
potential to drive on-premise growth?

9. Develop BTG offerings that cater to
people’s desires to experience a
variety of wines in an approachable,
unique, memorable way, that
promotes ongoing interest.

10. CORAVIN
The best solution that gives restaurants the
ultimate flexibility and freedom to pour
creatively by the glass with less than a
$750 investment per location.

12. ENCOURAGE INDULGENCES
A glass of…
2002 Domaine des Comtes Lafon, Meursault Charmes - $55
2010 Luciano Sandrone, Barolo - $80
2010 Schrader “To Kalon” Vineyard, Napa Valley, Cabernet Sauvignon- $200.00
1988 Chateau d'Yquem - $280
2000 Château Ausone Saint-Emilion - $580
2009 Montrachet, Grand Cru, Domaine de la Romanée-Conti - $1291
Something truly special to accompany your meal? Priceless.

13. $21-$45Sweet Spot Coravin BTG Price
(Ideal balance of volume and revenue)
GO FOR “UNIQUE” OVER “FINE”
*Based on survey of 148 Coravin restaurants

14. MAKE YOUR
BTG LIST
TAKE FLIGHT
• THEMATIC FLIGHTS: Big potential
for driving additional revenue with
creative, immersive wine flights
• INSPIRED PAIRINGS: One of the
biggest on-premise trends is an
increase in sales of wine via pairing
and tastes rather than bottles*
*Wine & Spirits Magazine’s (2016) 27th Annual
Restaurant Poll

15. CREATE “ONCE
IN A LIFETIME”
SHAREABLE
WINE
EXPERIENCES
• Magnums
• Wine Passport
• Cabs Around the World
• Old World vs. New World
Battle
• The Path Less Traveled
• Time Traveler

16. THE JUDGEMENT
OF PARIS AT MORTON’S
• 40th Anniversary of Paris Wine Tasting of 1976 – France vs. US
• California wines rates best in both categories putting the American wine industry
on the map
• Morton’s is offering guests the opportunity to experience the current vintages of
many of the American wines that were entered into the contest

17. BITE SIZED EDUCATION

18. THE MAKING OF
THE WORLD’S
BEST BTG LIST
“Astonishing. Extraordinary.
Nobody else is doing anything
remotely as ambitious.”
-World’s Best Wine List Judge, Neil Beckett

19. RESULTS?
- Increased wine sales
- Reduced waste costs
- Higher inventory turns
INCREASED CUSTOMER SATISFACTION

20. SETTING UP A SUCCESSFUL
CORAVIN PROGRAM
1. WORK WITH SUPPLIERS ON BETTER
PRICING FOR BTG PROGRAMS
2. SELECT AND PRICE YOUR WINES
- Divide bottle price by 4
3. SET UP THE MENU
- Elevate and Separate
- Brand the list
- Explain the program
4. TRAIN YOUR STAFF
5. PROMOTE THE PROGRAM
6. GET THE RESULTS

21. QUESTIONS?
kareem@coravin.com
@Coravin | #BTGrevolution