Your wine list is one of the most profitable areas in your restaurant. Is it working hard enough?
Founding Member Pricing Ends in 48 hours. Then The Profitable Pour goes to $997 CAD. Lock in $697 today.
This is not a wine course. It's a sales execution system — built inside the real constraints of running a restaurant. High staff turnover. Limited training time. Servers who can't be expected to be passionate about wine. Most wine education ignores this reality. The Profitable Pour was designed around it.
I walk into restaurants all the time and see the same thing.
A wine list that hasn't been touched in two years. Priced by guesswork.
Servers who change the subject when a guest asks for a recommendation. Because nobody trained them.
Bottles opened for by-the-glass that don't sell. Poured down the drain.
A wine program that should be your highest-margin category. Barely breaking even.
This isn't a wine problem. It's a systems problem. And it's completely fixable — without hiring a full-time sommelier or having a "wine person" on your team.
What a well-run wine program actually does for your bottom line
30%
of average guest spend comes from beverage at a full-service restaurant
200–400%
typical wine markup — if you're pricing it right
58%
increase in bottle sales seen after structured staff wine training
Wine is not just a menu item. It's a revenue lever — when you know how to pull it.
The situation most independent restaurants are in
Without a system
List priced on gut feel
Dead zones between price points
Over-pour bleeding margin silently
Staff avoid wine conversations
Events left as an afterthought
Distributor sets the agenda
Inventory managed reactively
With The Profitable Pour
List priced for maximum margin
Price architecture that upsells naturally
Waste systems that protect every pour
Staff who sell wine confidently
Events that move inventory and profit
You control the distributor conversation
Inventory that runs itself
Why most wine training fails restaurants
Staff turnover is high. Training time is limited. Passion can't be required. Service speed matters.
Any system that depends on a knowledgeable, enthusiastic wine person being present — fails the moment that person leaves.
The Profitable Pour is built so any competent server can follow it, managers don't need to reinvent training every six months, and wine sells consistently — without personality dependence.
⭐⭐⭐⭐⭐
"Ashton took the time to unerstand who we are as a restaurant - our food, our team, our guests, and the culture we're trying to create. She helped us build a wine program that feels authentic to French 50, with wines that complement our menu while remaining approachable and exciting for our community."
- Brad, President & Co-owner
French 50 Bakery
⭐⭐⭐⭐⭐
"Ashton's program has completely transformed our wine program at our venue. She has increased the quality of our offerings for our fans and made the entire process seamless and fun! I highly recommend this course and allowing her knowledge and passion to help grow your business."
- Tyler, President of Operations
Foothills Dawgs Baseball Club
What's inside
The Profitable Pour
A complete plug-and-play wine program system for independent restaurant owners and managers. Built by a certified sommelier. Designed for people who run restaurants, not wine schools.
Module 1
Building a wine list that sells
How to construct a list your guests can actually navigate — right size, right categories, right structure. Includes price point architecture to eliminate dead zones that cause guests to trade down.
Module 2
Pricing for profit & distributor relationships
The industry formulas for bottle and by-the-glass pricing. Weighted wine cost explained. How to model BTG profitability accounting for partial bottle waste. How to price by concept type without under- or over-charging.
How to talk to reps on your terms. What you can negotiate that most owners don't know to ask for. How to leverage volume for better pricing, allocation access, and exclusive pours that differentiate your list.
Module 3
Inventory, waste and cost control
How to track inventory properly, prevent over-pour (and the real cost of half an ounce over per glass), manage by-the-glass waste, run a comp tab system, and audit your program weekly without it taking all day.
Module 4
Staff training for managers
A complete framework for training your front-of-house team on wine — without a sommelier on payroll. Includes conversation scripts, how to handle guest questions confidently, and a ready-to-use quiz to assess your team.
Module 5
Marketing your list, upselling and events
How to write about wine on your menu in a way that sells. Upselling techniques that feel natural, not pushy. How to structure wine events and dinners as a profitable revenue stream — including using events to move slow inventory.
Bonus
Staff wine & service basics — training video by Ashton
A ready-to-play sommelier-led wine basics video your staff can watch directly. No prep required. Press play at your next staff meeting.
⭐⭐⭐⭐⭐
"Ashton's knowledge of wine programs is absolutely impeccable. She makes staff training seminars so easy to execute and has created an award-winning wine list while keeping it economical and profitable. My overall experience with Ashton has been nothing but amazing."
- Amedeo, Owner
Amedeo's Italian Bistro
⭐⭐⭐⭐⭐
"Ashton's staff training covers all the core service basics that staff constantly need, in basic language with an approach that resonates with servers. She seamlessly customizes her approach to construct a menu that fits our market, makes it easy to price properly, and promptly answers any calls and questions that we have !"
- Justin, General Manager
Umbrella Group Hospitality
The Complete Restaurant Wine Management Toolkit
(included)
Wine program vision worksheet
Define your goals, guest experience, and profitability targets before making a single menu change.
Menu alignment review
Evaluate whether your current wine list actually supports your food menu, concept, and ideal guest.
Menu audit checklist
A step-by-step framework to identify pricing gaps, dead inventory, missed opportunities, and areas for immediate improvement.
Wine list layout template
A proven structure for building a wine list that's easier for guests to navigate—and easier for your team to sell.
Menu copy bank
Ready-to-use wine descriptions and copy that increase confidence without sounding pretentious.
Bar audit & storage checklist
Protect inventory, improve organization, and reduce unnecessary losses behind the bar.
Pricing & margin simulator
Instantly model pricing decisions to maximize profitability while remaining competitive.
Pricing & cost forecasting sheet
Forecast margins, calculate profitability, and understand the financial impact before changing your pricing.
Server scripts for menu confidence
Conversation starters and recommendation scripts that help staff confidently sell more wine.
Staff knowledge benchmark sheet
Assess your team's wine knowledge, identify training gaps, and measure improvement over time.
Seasonal server descriptors
Keep recommendations fresh with ready-to-use tasting language for seasonal menu changes and promotions.
Event planning & execution template
Plan profitable wine dinners, tastings, and promotional events with a repeatable framework from start to finish.
⭐⭐⭐⭐⭐
"Working with Ashton's program over the years has been an incredible experience for the Dawgs organization. Her expertise and passion have completely transformed our wine program, elevating it into an exceptional part of the fan experience. Her attention to detail has made our wine offerings a standout feature that our guests truly appreciate, enhancing the overall experience and atmosphere at every game."
- Val, General Manager
Foothills Dawgs Baseball Club
A restaurant doing $500K in annual revenue with a typical 25% beverage mix generates $125K in beverage sales.
Improving wine program profitability by just 3% through better pricing and waste control adds $3,750 to your bottom line annually.
A single half-ounce over-pour per glass, across a busy service, can cost you $10,000+ in lost revenue per year.
This course is $697. At a conservative estimate, the pricing and waste modules alone recover that investment within your first month of implementation.
A single hour with an independent sommelier consultant costs $150–250. This gives you everything they'd tell you — plus the templates to implement it immediately.
This is for you if...
✓You own or manage an independent restaurant and want your wine program to stop being an afterthought
✓You don't have a sommelier on staff — and you don't want to hire one full-time
✓You suspect your wine is under-priced, over-poured, or both — but you're not sure where to start
✓Your staff avoid wine conversations because nobody's given them the tools
✓You want to run wine events but don't know how to make them profitable
✓You're ready to treat your wine program as the revenue driver it should be
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"Beyond curating our wine list, Ashton has been an incredible partner. Her knowledge, responsiveness, and passion for hospitality have made a real difference to our team. She has a unique ability to educate staff in a way that builds confidence, improves guest interactions, and naturally leads to stronger wine sales without ever feeling pushy."
- Marie-Luce, Co-owner
French 50 Bakery
Profitable Pour costs less than one underperforming month of wine sales. Less than one mis-hired manager, or one week of their time trying to figure it out. Less than three hours with an independent consultant. Install it once. Use it indefinitely.
This is the last time The Profitable Pour is available at this price.
When I launched, I priced this as a founding member offer — a way to get the program into the right hands and build a community of restaurants doing wine properly.
That window closes August 31st.
On September 1st, The Profitable Pour goes to $997 CAD. That price reflects what this program is actually worth — and frankly, what it delivers.
But if you're reading this before the month is out, you still have time.
The Profitable Pour — Complete course
FOUNDING MEMBER PRICE
$997 CAD
$697 CAD
One-time payment · Lifetime access · All future updates included
What you're getting for $697:
→ 5 modules covering every part of a profitable wine program
→ 12 done-for-you tools — pricing simulator, pour cost tracker, staff scripts, event templates, and more
→ A full staff training video your team can watch before next service
→ A wine program that pays for itself the first week you implement it
Instant access · Lifetime updates · Start implementing today
By purchasing, you agree to our Terms & Conditions
Every week you wait is revenue left on the table.
Add implementation support
+ 2 x 1-hour Implementation Sessions with Ashton
Two private working sessions with me directly — we go through your specific list, your pricing, your team, and your goals. You leave each session with a clear action plan tailored to your restaurant. Not generic advice. Your program, your numbers, your next steps.
+$497 CAD
Best value — Complete Profitable Pour + 2 added implementation calls ($1194 value)
$997 CAD
The full course plus both implementation sessions — saving $197 versus buying separately.
Everything in the core course
2 x 1-hour private implementation sessions
Personalised review of your current wine list
Custom pricing recommendations for your program
"I've spent years watching restaurants treat wine as a liability rather than an asset. Guessing at prices. Opening bottles that sit until they spoil. Hoping staff figure it out on their own.
The restaurants that get wine right aren't the ones with the biggest budgets or the most experienced team. They're the ones with a clear system. That's what this is."
— Ashton Phenix, Certified Sommelier · The Naughty Grape
By purchasing, you agree to our Terms & Conditions
🛡If you go through the course and feel it didn't deliver value for your program, reach out directly. I built this from real practices and conversations with real restaurant operators — I want it to work for you. No complicated process, just a direct conversation with me.
The Profitable Pour
$697 CAD
One-time · Instant access · Built for independent restaurants
Certified Sommelier · The Naughty Grape · Ashton Phenix
By purchasing, you agree to our Terms & Conditions