In a restaurant, the wine cellar is not just a technical piece of equipment: it is a lever for margin, image, and customer experience. Here are 5 concrete reasons to invest to increase your sales.
13 min read
13 min read
In a restaurant, wine represents 25-35% of the beverage revenue according to Milliet (2025) and up to 40% in gourmet dining (Goguette, 2025). With 221,521 CHR establishments in France, it influences the average ticket, customer experience, and overall profitability. Yet, many establishments still treat the cellar as a simple storage space. A well-designed professional wine cellar impacts:
the perception of the place
the rotation of bottles
by-the-glass sales
the valuation of premium references
Thus, the investment is not merely technical. It is commercial.
A visible cellar acts as a purchase trigger. Wine showcases with 1 to 4 glass sides, when integrated into the dining area, become a strong scenographic element. According to professional feedback (SEREC, 2025), the cellar constitutes:
an aesthetic asset
a visual reference
a credibility element
A customer who sees the bottles is more inclined to take an interest. The cellar becomes a tool for silent suggestion. In some gourmet establishments, wine can represent more than a quarter of beverage sales. Making it visible means directly exposing a source of margin.
A service cellar allows for offering wines at the ideal temperature, ready to be served immediately. By-the-glass service:
facilitates upselling
encourages discovery
increases rotation
Offering a premium wine by the glass is easier when the temperature is perfectly controlled. According to Goguette (2025), serving temperatures range from 8 °C for some whites and 16-18 °C for structured reds. Without suitable equipment, this precision is hard to guarantee. A well-calibrated multi-temperature cellar makes this possible without complicating the organization.
A professional cellar improves the visibility of stocks. This allows for:
better rotation (80% of customers consider service temperature crucial for the overall rating (iDealwine 2024))
tracking references
limiting losses
Performance indicators in the catering industry show that precise stock management directly influences profitability (Gostan, 2025). Average wine coefficient in catering: 3.2 to 3.8. Optimized rotation improves the gross margin by +12% (L'Hôtellerie Restauration).
Slightly lowering this coefficient can increase the volume sold and improve price perception, all while maintaining a healthy overall margin through faster rotation. Here is a summary:
Effect | Quantified Impact | Commercial Impact | Source |
|---|---|---|---|
Visible cellar | +30% wine sales | Increased customer interest | SEREC 2025 |
By-the-glass service | Average ticket +18% | Increase in average ticket | Gostan 2025 |
Stock rotation | x3 flow speed | Better rotation | 2051 |
Premium wines | Gross margin +22% | Valuation of premium wines | Goguette |
Premium image | Loyalty +27% | Reinforced brand image | SEREC |
Poorly preserved wine is unsellable. A professional cellar must ensure:
thermal stability
controlled humidity
absence of vibrations
temperature suitable for service
Specialized guides remind us that correct temperature setting is essential to express the aromatic potential of wine. A wine served at 20 °C instead of 16 °C or a white at 4 °C instead of 10 °C can degrade the customer experience and alter qualitative perception. Preservation directly conditions the perceived value of the bottle.
A well-integrated wine cellar in the dining area contributes to the identity of the restaurant. It signals:
a serious selection
attention to detail
a committed wine culture
In a gourmet or bistronomic establishment, wine can represent a strategic part of beverage revenue. The cellar then becomes a discreet yet powerful marketing argument. It reassures the customer about the overall quality of the place. CHR context 2025: Wine market -3.6% volume but +4.2% value (upselling). Non-alcoholic wine: +22% growth.
Investing in a cellar is not just about buying equipment. One must anticipate:
refrigeration power
heat dissipation
electric arrivals
in-room placement
acoustic management
A poorly sized cellar leads to:
energy overconsumption
noise
thermal instability
At Maison Borio, CHR projects are designed by integrating both technical performance and scenography.
You can discover our services or consult our projects to understand this approach.
A visible cellar stimulates ordering
By-the-glass service increases average ticket
Stock management directly influences margin
Preservation conditions perceived quality
Premium image promotes loyalty
Investing in a professional wine cellar is not a decorative luxury. It is a concrete lever for commercial performance. When wine can represent up to 30% of your beverage revenue, its treatment cannot be secondary. Well-thought-out, the cellar influences:
sales
margin
customer experience
brand image
In a competitive market, every detail counts. The wine cellar can become a sustainable strategic advantage. ROI for a professional cellar: 18-24 months in 85% of cases. When wine = 30% beverage revenue, the cellar becomes a priority strategic lever. To explore an integration suited to your establishment, you can contact us via the contact page.
Yes. It stimulates customer interest and facilitates suggestion, particularly for premium wines.
It is highly recommended if you offer both by-the-glass wines and aging references.
Yes, thanks to better stock management and stable preservation.
Yes, provided that the system is correctly sized and acoustic considerations are anticipated.
Yes, if it is conceived as a commercial tool and not just as a piece of furniture.
SEREC
Wine cellars in a restaurant: an aesthetic, practical, and profitable asset
Professional article – 2025
https://serec.fr/les-caves-a-vins-dans-un-restaurant-un-atout-esthetique-pratique-et-rentable/
The Platform of Winemakers
Wine merchant, selling wine to restaurants?
Specialized article – year not specified
https://www.laplateformedesvignerons.com/caviste_vendre_du_vin_aux_restaurants/
2051
Why install a professional wine cellar?
Advice article – year not specified
L’Hôtellerie Restauration
Wine in restaurants: reduce your coefficient to sell better
Professional media – 2015
Gostan
Catering: 5 indicators to monitor to optimize your wine sales
Specialized media – 2025
https://gostan.io/restauration-5-indicateurs-a-suivre-pour-optimiser-vos-ventes-de-vin/
Goguette
What is a service wine cellar?
Specialized article – 2025
https://www.goguette.com/gazette/quest-ce-quune-cave-a-vin-de-service/
The Wine Cellars
Wine cellars for restaurants: buying guide and tips
Guide – 2024
Cave Excellence
Professional wine cellar: comparison
Specialized article – 2024
https://www.cavexcellence.com/comparatif-caves-a-vin/cave-a-vin-professionnelles/
My Wine Cellar
Wine showcases with 1 to 4 glass sides
Product page – 2024
https://www.ma-cave-a-vin.fr/cave-vin/vitrine-a-vin.htm
In a restaurant, wine represents 25-35% of the beverage revenue according to Milliet (2025) and up to 40% in gourmet dining (Goguette, 2025). With 221,521 CHR establishments in France, it influences the average ticket, customer experience, and overall profitability. Yet, many establishments still treat the cellar as a simple storage space. A well-designed professional wine cellar impacts:
the perception of the place
the rotation of bottles
by-the-glass sales
the valuation of premium references
Thus, the investment is not merely technical. It is commercial.
A visible cellar acts as a purchase trigger. Wine showcases with 1 to 4 glass sides, when integrated into the dining area, become a strong scenographic element. According to professional feedback (SEREC, 2025), the cellar constitutes:
an aesthetic asset
a visual reference
a credibility element
A customer who sees the bottles is more inclined to take an interest. The cellar becomes a tool for silent suggestion. In some gourmet establishments, wine can represent more than a quarter of beverage sales. Making it visible means directly exposing a source of margin.
A service cellar allows for offering wines at the ideal temperature, ready to be served immediately. By-the-glass service:
facilitates upselling
encourages discovery
increases rotation
Offering a premium wine by the glass is easier when the temperature is perfectly controlled. According to Goguette (2025), serving temperatures range from 8 °C for some whites and 16-18 °C for structured reds. Without suitable equipment, this precision is hard to guarantee. A well-calibrated multi-temperature cellar makes this possible without complicating the organization.
A professional cellar improves the visibility of stocks. This allows for:
better rotation (80% of customers consider service temperature crucial for the overall rating (iDealwine 2024))
tracking references
limiting losses
Performance indicators in the catering industry show that precise stock management directly influences profitability (Gostan, 2025). Average wine coefficient in catering: 3.2 to 3.8. Optimized rotation improves the gross margin by +12% (L'Hôtellerie Restauration).
Slightly lowering this coefficient can increase the volume sold and improve price perception, all while maintaining a healthy overall margin through faster rotation. Here is a summary:
Effect | Quantified Impact | Commercial Impact | Source |
|---|---|---|---|
Visible cellar | +30% wine sales | Increased customer interest | SEREC 2025 |
By-the-glass service | Average ticket +18% | Increase in average ticket | Gostan 2025 |
Stock rotation | x3 flow speed | Better rotation | 2051 |
Premium wines | Gross margin +22% | Valuation of premium wines | Goguette |
Premium image | Loyalty +27% | Reinforced brand image | SEREC |
Poorly preserved wine is unsellable. A professional cellar must ensure:
thermal stability
controlled humidity
absence of vibrations
temperature suitable for service
Specialized guides remind us that correct temperature setting is essential to express the aromatic potential of wine. A wine served at 20 °C instead of 16 °C or a white at 4 °C instead of 10 °C can degrade the customer experience and alter qualitative perception. Preservation directly conditions the perceived value of the bottle.
A well-integrated wine cellar in the dining area contributes to the identity of the restaurant. It signals:
a serious selection
attention to detail
a committed wine culture
In a gourmet or bistronomic establishment, wine can represent a strategic part of beverage revenue. The cellar then becomes a discreet yet powerful marketing argument. It reassures the customer about the overall quality of the place. CHR context 2025: Wine market -3.6% volume but +4.2% value (upselling). Non-alcoholic wine: +22% growth.
Investing in a cellar is not just about buying equipment. One must anticipate:
refrigeration power
heat dissipation
electric arrivals
in-room placement
acoustic management
A poorly sized cellar leads to:
energy overconsumption
noise
thermal instability
At Maison Borio, CHR projects are designed by integrating both technical performance and scenography.
You can discover our services or consult our projects to understand this approach.
A visible cellar stimulates ordering
By-the-glass service increases average ticket
Stock management directly influences margin
Preservation conditions perceived quality
Premium image promotes loyalty
Investing in a professional wine cellar is not a decorative luxury. It is a concrete lever for commercial performance. When wine can represent up to 30% of your beverage revenue, its treatment cannot be secondary. Well-thought-out, the cellar influences:
sales
margin
customer experience
brand image
In a competitive market, every detail counts. The wine cellar can become a sustainable strategic advantage. ROI for a professional cellar: 18-24 months in 85% of cases. When wine = 30% beverage revenue, the cellar becomes a priority strategic lever. To explore an integration suited to your establishment, you can contact us via the contact page.
Yes. It stimulates customer interest and facilitates suggestion, particularly for premium wines.
It is highly recommended if you offer both by-the-glass wines and aging references.
Yes, thanks to better stock management and stable preservation.
Yes, provided that the system is correctly sized and acoustic considerations are anticipated.
Yes, if it is conceived as a commercial tool and not just as a piece of furniture.
SEREC
Wine cellars in a restaurant: an aesthetic, practical, and profitable asset
Professional article – 2025
https://serec.fr/les-caves-a-vins-dans-un-restaurant-un-atout-esthetique-pratique-et-rentable/
The Platform of Winemakers
Wine merchant, selling wine to restaurants?
Specialized article – year not specified
https://www.laplateformedesvignerons.com/caviste_vendre_du_vin_aux_restaurants/
2051
Why install a professional wine cellar?
Advice article – year not specified
L’Hôtellerie Restauration
Wine in restaurants: reduce your coefficient to sell better
Professional media – 2015
Gostan
Catering: 5 indicators to monitor to optimize your wine sales
Specialized media – 2025
https://gostan.io/restauration-5-indicateurs-a-suivre-pour-optimiser-vos-ventes-de-vin/
Goguette
What is a service wine cellar?
Specialized article – 2025
https://www.goguette.com/gazette/quest-ce-quune-cave-a-vin-de-service/
The Wine Cellars
Wine cellars for restaurants: buying guide and tips
Guide – 2024
Cave Excellence
Professional wine cellar: comparison
Specialized article – 2024
https://www.cavexcellence.com/comparatif-caves-a-vin/cave-a-vin-professionnelles/
My Wine Cellar
Wine showcases with 1 to 4 glass sides
Product page – 2024
https://www.ma-cave-a-vin.fr/cave-vin/vitrine-a-vin.htm
In a restaurant, wine represents 25-35% of the beverage revenue according to Milliet (2025) and up to 40% in gourmet dining (Goguette, 2025). With 221,521 CHR establishments in France, it influences the average ticket, customer experience, and overall profitability. Yet, many establishments still treat the cellar as a simple storage space. A well-designed professional wine cellar impacts:
the perception of the place
the rotation of bottles
by-the-glass sales
the valuation of premium references
Thus, the investment is not merely technical. It is commercial.
A visible cellar acts as a purchase trigger. Wine showcases with 1 to 4 glass sides, when integrated into the dining area, become a strong scenographic element. According to professional feedback (SEREC, 2025), the cellar constitutes:
an aesthetic asset
a visual reference
a credibility element
A customer who sees the bottles is more inclined to take an interest. The cellar becomes a tool for silent suggestion. In some gourmet establishments, wine can represent more than a quarter of beverage sales. Making it visible means directly exposing a source of margin.
A service cellar allows for offering wines at the ideal temperature, ready to be served immediately. By-the-glass service:
facilitates upselling
encourages discovery
increases rotation
Offering a premium wine by the glass is easier when the temperature is perfectly controlled. According to Goguette (2025), serving temperatures range from 8 °C for some whites and 16-18 °C for structured reds. Without suitable equipment, this precision is hard to guarantee. A well-calibrated multi-temperature cellar makes this possible without complicating the organization.
A professional cellar improves the visibility of stocks. This allows for:
better rotation (80% of customers consider service temperature crucial for the overall rating (iDealwine 2024))
tracking references
limiting losses
Performance indicators in the catering industry show that precise stock management directly influences profitability (Gostan, 2025). Average wine coefficient in catering: 3.2 to 3.8. Optimized rotation improves the gross margin by +12% (L'Hôtellerie Restauration).
Slightly lowering this coefficient can increase the volume sold and improve price perception, all while maintaining a healthy overall margin through faster rotation. Here is a summary:
Effect | Quantified Impact | Commercial Impact | Source |
|---|---|---|---|
Visible cellar | +30% wine sales | Increased customer interest | SEREC 2025 |
By-the-glass service | Average ticket +18% | Increase in average ticket | Gostan 2025 |
Stock rotation | x3 flow speed | Better rotation | 2051 |
Premium wines | Gross margin +22% | Valuation of premium wines | Goguette |
Premium image | Loyalty +27% | Reinforced brand image | SEREC |
Poorly preserved wine is unsellable. A professional cellar must ensure:
thermal stability
controlled humidity
absence of vibrations
temperature suitable for service
Specialized guides remind us that correct temperature setting is essential to express the aromatic potential of wine. A wine served at 20 °C instead of 16 °C or a white at 4 °C instead of 10 °C can degrade the customer experience and alter qualitative perception. Preservation directly conditions the perceived value of the bottle.
A well-integrated wine cellar in the dining area contributes to the identity of the restaurant. It signals:
a serious selection
attention to detail
a committed wine culture
In a gourmet or bistronomic establishment, wine can represent a strategic part of beverage revenue. The cellar then becomes a discreet yet powerful marketing argument. It reassures the customer about the overall quality of the place. CHR context 2025: Wine market -3.6% volume but +4.2% value (upselling). Non-alcoholic wine: +22% growth.
Investing in a cellar is not just about buying equipment. One must anticipate:
refrigeration power
heat dissipation
electric arrivals
in-room placement
acoustic management
A poorly sized cellar leads to:
energy overconsumption
noise
thermal instability
At Maison Borio, CHR projects are designed by integrating both technical performance and scenography.
You can discover our services or consult our projects to understand this approach.
A visible cellar stimulates ordering
By-the-glass service increases average ticket
Stock management directly influences margin
Preservation conditions perceived quality
Premium image promotes loyalty
Investing in a professional wine cellar is not a decorative luxury. It is a concrete lever for commercial performance. When wine can represent up to 30% of your beverage revenue, its treatment cannot be secondary. Well-thought-out, the cellar influences:
sales
margin
customer experience
brand image
In a competitive market, every detail counts. The wine cellar can become a sustainable strategic advantage. ROI for a professional cellar: 18-24 months in 85% of cases. When wine = 30% beverage revenue, the cellar becomes a priority strategic lever. To explore an integration suited to your establishment, you can contact us via the contact page.
Yes. It stimulates customer interest and facilitates suggestion, particularly for premium wines.
It is highly recommended if you offer both by-the-glass wines and aging references.
Yes, thanks to better stock management and stable preservation.
Yes, provided that the system is correctly sized and acoustic considerations are anticipated.
Yes, if it is conceived as a commercial tool and not just as a piece of furniture.
SEREC
Wine cellars in a restaurant: an aesthetic, practical, and profitable asset
Professional article – 2025
https://serec.fr/les-caves-a-vins-dans-un-restaurant-un-atout-esthetique-pratique-et-rentable/
The Platform of Winemakers
Wine merchant, selling wine to restaurants?
Specialized article – year not specified
https://www.laplateformedesvignerons.com/caviste_vendre_du_vin_aux_restaurants/
2051
Why install a professional wine cellar?
Advice article – year not specified
L’Hôtellerie Restauration
Wine in restaurants: reduce your coefficient to sell better
Professional media – 2015
Gostan
Catering: 5 indicators to monitor to optimize your wine sales
Specialized media – 2025
https://gostan.io/restauration-5-indicateurs-a-suivre-pour-optimiser-vos-ventes-de-vin/
Goguette
What is a service wine cellar?
Specialized article – 2025
https://www.goguette.com/gazette/quest-ce-quune-cave-a-vin-de-service/
The Wine Cellars
Wine cellars for restaurants: buying guide and tips
Guide – 2024
Cave Excellence
Professional wine cellar: comparison
Specialized article – 2024
https://www.cavexcellence.com/comparatif-caves-a-vin/cave-a-vin-professionnelles/
My Wine Cellar
Wine showcases with 1 to 4 glass sides
Product page – 2024
https://www.ma-cave-a-vin.fr/cave-vin/vitrine-a-vin.htm
Each month, receive by email our artisan portraits, case studies, and inspirations.
No spam. You can unsubscribe at any time.
You want to design a high-end custom wine cellar. Our teams support you with discretion and rigor, from reflection to the realization of your project. To start a personalized exchange, contact us.
Request a personalized study
contact@maisonborio.com
© Maison Borio 2025
Terms of Service
Personal data and cookies
Cookie settings
Each month, receive by email our artisan portraits, case studies, and inspirations.
No spam. You can unsubscribe at any time.
You want to design a high-end custom wine cellar. Our teams support you with discretion and rigor, from reflection to the realization of your project. To start a personalized exchange, contact us.
Request a personalized study
contact@maisonborio.com
© Maison Borio 2025
Terms of Service
Personal data and cookies
Cookie settings
