Having a sommelier-created wine list at your restaurant isn’t always doable. The responsibility of curating wine often passes to the restaurant manager or owner. With hundreds of wine and food pairings, it’s difficult to find varieties that complement your dishes and delight your customers.
Customers who are new to wine often don't know what they want to drink. They look at the menu or stare at the bottles and pick what's obvious, what has the prettiest label, or what everyone else orders.
According to BevSpot, a self-proclaimed “all-in-one food and beverage program management software” out of Boston, “Wine...sees its highest on-premise sales in the autumn, with demand dropping off after the December holidays end.”