those bottles and the transportation costs associated with shipping heavy cases. The tap wall is the focal point of each restaurant. “Sustainability was built into our DNA from the beginning, and that piece continues to grow,” said CEO Jeff Carcara. “We recently rolled out a composting program, with about 90% of food waste now going into compost instead of landfill.” When Carcara started Sixty Vines, he was literally knocking on doors in Napa Valley looking for wineries that would distribute in kegs. Five years later, the producers are coming to him, he said. A keg typically holds 26 bottles and is temperature-controlled to maintain quality of both whites and reds. Younger consumers also appreciate the opportunity to explore a variety of wines in different sizes without breaking the bank. Tastes are free, as they are at Oakville and Felice, but guests don’t have to spring for a glass or bottle. “We’ve got a 2½-ounce pour to start, which can range anywhere from $4 on up,” said Carcara. “You may want to try a different varietal that you’ve never had before, or do a flight. You can get really adventurous.”All 60 wines are also available by the 5-ounce glass, 8-ounce quartino or 750 mL carafe to share. The “wine country” food menu reinforces that spirit of adventure. It centers around ingredients and cuisines from wine-growing regions of the world—Italy, Spain, France and California—areas that are also known for their great food. Sharing is popular among younger guests, with brunch a growing occasion, as well as “Tappy Hour”—Sixty Vines’ everyday Happy Hour. Servers are trained to read the guest or table and “totally take the wheel and drive for them, creating a tailored experience,” said Carcara. “They can bring out a few wines and offer tastes, pairing them with some of our shareable appetizers. Or slice up a pork chop and offer a couple of different Pinot Noirs from two regions. The ability to mix and match allows us to offer wine tastings any day of the week.” Sixty Vines recently conducted demographic research, which revealed that the 24 to 30 (or so) age group is increasingly choosing to spend their money at the chain because they get an affordable experience along with their food and drink. “They can come in and get a spicy sausage pizza and do a couple 2½ -ounce pours and be out for less than $25,” said Carcara. HOSPITALITY-FORWARD MARKETING Eddie Pozzuoli, CEO of P Hospitality based in South Florida, oversees three
different concepts—Eddie & Vinnie’s, Corvina Seafood Grill and Prezzo Restaurants—each with a unique way of promoting wine to customers. Corvina in Boca Raton welcomes guests with a complimentary glass of bubbly—a Spanish Cava. “It kind of just starts your night off on a good note, setting up a positive dining experience from the start,” Pozzuoli said. “And it’s not like it’s going to deter someone from ordering that first cocktail or a full glass of wine.” In fact, it often sets the tone to order more with dinner. An alcohol-free Prosecco is available too, for those who prefer. Prezzo offers Wine Wednesdays, with bottles up to $100 discounted 50% during operating hours, no food purchase necessary. Both restaurants also offer a lot of wines by the glass during happy hour, with a strategy that invites experimentation. “Instead of offering a few house wines at a special price, we take a flat $4 off each glass of wine, whether it’s a $22 glass or a $14 glass,” said Pozzuoli. “This gives that person who may be hesitant about ordering a $20 glass of wine, a chance to try it for $16.” If they like it, they may order up from a house wine on their next visit, he added. To counteract possible higher tariffs on Italian and French wines, Pozzuoli is adding more South American wines, which are currently very cost effective, he said. At Eddie & Vinny’s, an Italian fine-dining restaurant, the wine club is proving a draw— mostly for older customers with deeper pockets, but some younger guests are also intrigued. For a fee of $120 for three months, members can purchase discounted wines by the bottle, have access to “Private Pour” premium wines by the glass, enjoy a monthly wine club happy hour with free pours and bites, and finish up with a complimentary Limoncello toast. The club has two tiers; with a $1,000 annual membership, customers get the perk of a wine locker. This allows then to store bottles of wine and have them served without paying a corkage fee. “In the two months since Eddie & Vinny’s opened, we’ve got all of our 20 lockers sold and 45 monthly memberships. And we’re growing by about three to four memberships a week at this point,” said Pozzuoli. But the appeal to guests goes beyond the exclusivity. Once again, it all circles back to storytelling. “Every month, we bring in a new supplier or rep, and over glasses of wine, they’ll explain the story behind the wine; what makes it special, something about the winery itself and the people behind it,” said Pozzuoli. “This membership program is all about showing people the fun side of wine.”
GUESTS AT CORVINA ARE GREETED WITH A GLASS OF BUBBLY TO SET THE STAGE FOR WINE AT DINNER. | PHOTO COURTESY OF P HOSPITALITY.
JULY 2025 RESTAURANT BUSINESS
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