About Wine CFO
Helping Swiss Gastronomy Increase Wine Profits Through Wine Profit Engineering
We do not believe in generic wine consulting. We build clear systems that turn wine lists into practical sales tools for restaurants, bars, and hotels.
Our Mission
We help hospitality businesses serve better wine experiences while protecting margin. Wine should not be an expensive inventory problem. It should be a measurable growth lever for your venue.
Every engagement is built around one goal: make your list easier to sell, easier to manage, and stronger for your P&L.
Our Unique Methodology:
Wine Profit Engineering
Traditional wine list work often fails because it starts with opinions, not with venue economics. Our framework combines floor reality, guest behavior, and margin logic into one operating method.
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Step 1
Market-Context Diagnosis
Audit current list structure, buyer behavior, and hidden margin leaks.
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Step 2
Strategic Pairing
Align wine choices with concept, dishes, and target guest spend levels.
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Step 3
Engineered Pricing
Model per-glass and per-bottle pricing for profitable and sustainable sales.
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Step 4
Emotional Design
Structure labels and descriptions so guests choose with confidence, not confusion.
Our Manifesto
We believe wine lists must be built for guests and operators, not for supplier inventory.
We stand for:
- Clarity over complexity
- Outcomes over theory
- Measurable profitability over simple prestige
We stand against:
- Generic markups
- Overloaded cellars
- Beautiful menus that do not sell
We commit to practical recommendations your team can execute in real service conditions.
Our Story
Wine CFO started with one obsession: why do so many venues with strong kitchens still underperform on wine?
In Switzerland, we kept seeing the same gap: hard-working teams, rising costs, and wine programs that were not designed for modern buying behavior.
Marco Azzari built the methodology from years of direct work in the food and beverage industry.
And with the help of a few mentors, we developed a methodology that turns wine lists into practical sales tools for restaurants, bars, and hotels.
That hands-on path led to one conclusion: profit does not come from having more bottles. It comes from better menu architecture.
Today, Wine CFO supports restaurants, bars, and hotels across Europe and beyond with a practical system that improves both guest experience and margin control.
Ready to Apply This to Your Venue?
Start with the Wine List Checkup and get a practical map of your current wine list, margin structure, and next best moves.