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On April 2, 2025, the US introduced a baseline tariff on most imported goods—with even higher rates on European Union products, including wines. For hospitality operators, this development might raise immediate concerns around rising costs, sourcing uncertainty, and potential disruptions to carefully curated wine programs. But here’s the good news: wine by the glass is not just part of the solution—it is the solution. 

Rather than pulling back on variety, operators have the chance to lean into innovation, introduce new experiences, and take control of costs. By offering wines by the glass, you provide customers with an accessible, lower-commitment option to enjoy something premium or different—even if the cost of a bottle has increased due to tariffs.  

 

What do these tariffs really mean?  

New tariffs may bring added complexity to wine sourcing, but they also offer an opportunity to rethink and refresh your approach. Yes, costs may shift, and sourcing may feel less predictable, but with the right strategy, venues can adapt.  

By staying flexible, exploring new regions, and adjusting your by the glass offerings, operators can continue to offer great experiences while navigating change with confidence. 

 

Inspiration from Bordeaux 

In response to these challenges, winemakers in Bordeaux have embraced the opportunity to rethink how wine is served. Their initiative, “Bordeaux se met au verre”, encourages restaurants and bars to offer a broader range of wines by the glass—from organic choices to more affordable selections under €5. It’s not just about affordability; it’s about revitalizing the experience and catering to changing guest preferences.

With the support of promotional materials (i.e., printed menus, signage, and other collateral designed to help advertise new wine by the glass offerings), the campaign has helped boost visibility and sales, particularly among younger, more budget-conscious drinkers. The strategy? Make wine more accessible, more diverse, and more exciting—exactly what US venues can do in response to the latest tariffs. 

 

Financially Resilient, Guest-Focused 

Wine by the glass allows you to manage rising costs in a way that doesn’t alienate your guests. Rather than limiting choice, you can adapt your pricing subtly—offering by the glass options that reflect the increased cost of sourcing while still delivering quality and experience. It’s a more approachable spend for guests and a more flexible model for your business. 

This approach also gives you more control over inventory, pricing, and margins. If a particular bottle becomes more expensive due to tariffs, you can adjust its by the glass price accordingly, minimising the financial impact without the pressure of selling an entire bottle. 

 

Embracing Alternative Wine Regions 

Another upside? Tariff shifts open the door to discovering exceptional wines from less-affected regions. From tariff-lighter markets to the ever-evolving domestic regions of California, Oregon, Washington, and New York, there’s no shortage of high-quality, story-rich wines to explore. 

Featuring wines from these emerging or alternative regions can refresh your offering and invite guests to taste something new—something they might not have considered if the list hadn’t evolved. Offering these wines by the glass make exploring something new less intimidating and helping customers find something new to love. 

 

Our beneficial solution 

Of course, expanding your wine by the glass range means giving your guests more choice and excitement with every visit. To support this, it’s important to have the right tools in place to maintain freshness and quality across your selection. That’s where Bermar steps in—ensuring every bottle you open can go the distance, so you can serve confidently and sustainably without compromise. Our systems allow for: 

• Extended Preservation: Our systems keep wines and Champagnes fresh for up to 21 days, allowing you to confidently offer a broader range of wines by the glass without the
  risk of waste. 

• Increased Sales Opportunities: With the ability to serve more premium and diverse wines by the glass, you can entice customers to explore new selections, potentially increasing sales and customer satisfaction.  

• Sustainability and Cost Efficiency: Reducing waste not only supports sustainability initiatives but also improves your bottom line by ensuring that each bottle opened contributes to revenue. 

 

Looking Ahead  

While tariffs introduce new considerations, they also create space for creativity and innovation. By embracing a more flexible wine by the glass program—supported by the right preservation technology and a diverse range of selections—venues can continue to delight guests and adapt with confidence.  

 

Thinking about enhancing your wine service? 

Visit our website to discover how Bermar can help you pour with confidence—glass after glass. 

 

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