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RESEARCH PRODUCT

Wine list engineering: categorization of food and beverage outlets

subject

description

PurposeThe purpose of the paper is to identify and measure the main standards of the wine lists of upscale restaurants.Design/methodology/approachWine lists of a sample of 50 upscale restaurants were analyzed. A cluster analysis was performed.FindingsThree differentiated profiles of restaurants are identified according to their wine list management: selection, specialization and complementarity.Research limitations/implicationsThis study was exploratory and similar studies need to be performed covering more geographic locations.Practical implicationsRestaurants differ in their current practices and key standards of their wine lists according to their positioning strategy. Upscale restaurants need to define their positioning strategy and elaborate their wine lists according to their strategy because this allows restaurants to target their customers more effectively.Originality/valueThis study focuses on upscale restaurants and their wine lists, while most of the previous research in this area has been on lower‐category restaurants and food menus. The present paper shows the relevance of wine lists as a positioning tool and, in this sense, the current practices followed by upscale restaurants can be considered as a reference in this industry.