What Can Restaurants Learn from Buzzy New Wine Bars?

Hint: It's how to sell more wine.

Photo Source: GIGI’s, San Francisco

There’s a paradox playing out in the wine world right now: Overall wine sales are slipping as younger consumers skip the Cab and Chard—yet, a new generation of wine bars is buzzing, packed with the very Gen Z and Millennial drinkers the industry is trying so hard to reach.

Take San Francisco. Earlier this year the San Francisco Chronicle reported on 16 new wine bars (16!) that opened recently in the Bay Area, and their surprisingly strong sales and popularity with Gen Z consumers. (Read the full story: Wine sales are tanking. But not at these Bay Area wine bars.)

And it’s not just the West Coast. The New York Times recently covered the same phenomenon in New York. In her article, “A Taste for Vibes, and Sometimes Wine,” Casey Lewis noted that many young people—even those who don’t drink—are embracing wine bars for the culture, community, and aesthetics that fit seamlessly into their lifestyle.

The message is clear: Wine itself isn’t the problem—restaurants have just made it too expensive, too intimidating, and too complicated. Affordability and approachability are the two biggest barriers keeping younger consumers, especially Gen Z, away from wine: and that’s where the opportunity begins.

Read on for tactics restaurants can use to boost wine sales and attract new audiences, culled from Carbonate’s latest report:, The Next Era of Wine. (Insight Out paid subscribers have complimentary access via this link.)

1. Rethink By-the-Glass Pricing

By-the-glass wine has become a value trap. Why pay $20 a glass for a wine you could get in the store for far less, when the same amount of money gets a made-to-order cocktail? One takes skill, knowledge, and multiple ingredients—the other only takes a corkscrew.

Adjust pricing so glasses feel fair, not punitive; rotate your selection often, and don’t offer only the familiar—sneaking in a few surprises beyond the usual suspects stimulates curiosity, and encourages repeat business.

2. It’s a Vibe

Wine bars aren’t winning just because of their wine—they’re winning because they’re a comfortable place to hang. Casual vibes, approachable menus, N/A and low-proof options, and food that’s thoughtful without being fussy all make guests want to linger.

Menus themselves are built to be approachable: Guests can order a little or a lot, get shareable plates for the table, or choose dishes across a wide price range. That flexibility means a night out can be casual and inexpensive, or elevated and indulgent, depending on the mood.

Translate that sensibility into your restaurant and wine can feel like part of the fun again—not a test you have to pass before dinner.

3. Rewrite the Wine List

Most wine lists read like they were written for a Master Sommelier exam. Varietals can be intimidating or unknown to younger consumers, so group wines by easy-to understand traits, like light-bodied whites, or big, bold reds. Organize by flavor profile instead of geography. Consider highlighting emerging categories like chilled reds, natural wines, or low-ABV picks. Use short, clear descriptions to describe by-the-glass offerings. Add staff picks or “sommelier selections” so guests have a shortcut to something recommended, without having to ask the server a "dumb" question.

And make sure to offer non-alcoholic options and other beverages too!

4. Train Your Team

Servers can’t sell what they don’t know. Tasting training is non-negotiable. Teach staff to describe wines in everyday language, think “juicy and bright” over “exhibits fine tertiary characteristics” or any "reductive" qualities. Encourage servers to ask guests what they actually like to better understand what they are looking for. Empower servers to offer small tastes so guests can try a wine before committing to a $20 glass.

Younger consumers also want to connect with the story behind what they’re drinking. Give staff the background to share stories about producers who are organic, or growing wines on the steep slopes of a still active volcano. Call out unique practices like rescuing forgotten varietals or reviving traditional winemaking techniques. Giving guests a narrative to latch onto makes the wine more memorable and meaningful.

5. Offer Flexible Formats

One size doesn’t fit all. Guests want options that feel low-commitment and budget-friendly. Consider half pours, quartinos, and carafes so guests can self-select the amount just right for them. Small and large pour sizes encourage experimentation, give guests control, and usually boost overall spend.

6. Make It Easy for Them

Create one or two approachable tasting experiences that encourage discovery and make selection effortless. Guests shouldn’t have to think too hard, or search too long for anything familiar. Offer an easy, curated choice that lowers the barrier to exploration. Think wine flights with light bites. Skip the cheese-and-crackers cliché and give them something unexpected. Maybe a chilled red with a two-bite taco, or a crisp white paired with a mini croque monsieur or an Asian dumpling. Create an entire experience they can enjoy, and tell their friends about.

NEXT READ! The Next Era of Wine: Strategies for a Changing Industry, featuring innovative approaches fueling the future of wine in the U.S.

The report will be available for individual purchase, but paid Insight Out subscribers enjoy complimentary and early access.