Wine sales in restaurants can drive a significant share of both revenue and margin, but only if someone actually offers the wine list with confidence. But there’s a real difference between pushy selling and positive selling, and once your team understands it, offering wine stops feeling like a sales pitch and starts feeling like good service. eHotelier’s course on Using Positive Selling Skills to Take Wine Orders is built around that distinction. Restaurants that train staff on wine selling consistently see higher average wine sales than those that leave it to chance. I stopped dreading the wine list.