Understanding the sommelier effect

Purpose – This paper seeks to explore whether a wine steward can affect wine sales in a restaurant, and to explore a theoretical framework that may eventually lead to more efficient application of wine stewards. Design/methodology/approach – The authors reviewed ten months of wine sales from Houston‐area restaurants during 2004, and found that restaurants with wine stewards tend to outsell restaurants without wine stewards, sometimes by a wide margin. Findings – To provide a further understanding of this effect, the authors reviewed the literature on personal selling and developed a preliminary model of how the wine steward may provide such a profound impact on sales. Our tentative model proposes that wine stewards have both an indirect and direct influence on sales. Research limitations/implications – The initial research did not study the effect of the wine stewards' level of education and certification in regards to wine sales; nor were the wine education programs in “non‐wine steward restaurants” accounted for. Future research will control for wine steward certification levels and type of training programs at non‐wine‐steward restaurants. Originality/value – Restaurant owners/managers may want to consider employing a wine steward to strengthen the restaurant's wine program. This study is the first in a series that will attempt to quantify the sommelier effect and to create a taxonomy of wine stewarding with the objective of creating tools that will allow restaurateurs to identify the prudent level of investment in this activity.