Wine List 100

A brief Introduction from Wine Director

Lance Reed

A wine list can undoubtedly be intimidating and difficult for restaurateurs to manage. However, a better wine list means happier diners and better sales. 

Your wine list should complement your cuisine and be a consistent source of revenue for your establishment. Fortunately, I have founded my career on making wine fun, understandable, and profitable. I will take the guesswork out of your wine choices.  

My name is Lance Reed, and I am an award-winning wine-list writer who has consistently directed lists that exceed two million dollars in sales annually.

I have created a new online service: Wine List 100.  Its goal is simple: to make your wine lists better and more profitable. Our services are available for almost any operation in a range that anticipates and accommodates your wines service requirements at any level or class.

We offer:
– 25 bottle lists, for smaller establishments that want to offer an outstanding and successful wine list.

– 50 bottle lists, for medium-sized establishments that would like to offer a greater number of selections along with some upscale offerings.

– 100 bottle lists, to cover the range of larger establishments whose patrons might include those new to the art as well as wine aficionados―anyone who loves a great wine selection.

We also attend to: 
– Online staff seminars.

– Tasting notes on all the wines selected.

– Tips and techniques for increasing wine sales.

– Inclusion on our Wine List 100 list of restaurants, so our followers know that dining at your establishment will include a wonderful wine experience.

– Submission to Wine Spectator Awards program.
(Wine Spectator submission fee is separate.)
Consultation on larger and/or personalized lists also available…

Other Offerings

Online Seminars – Reserve Lists – In Person Seminars & Staff Training

Online Seminars
One- of-a-kind conversations with top wine professionals.
Reserve List
Rare selections and hard to find wines.
In Person Seminars & Staff Training
Teaching the art and passion of selling wine.

“With a pure and unpretentious palate, Lance will find the best wine available to fit your personal preferences and price point. With numerous years in the wine and hospitality business, Lance has built multimillion-dollar award winning wine list and has cultivated insider relationships with top wine producers. He has never let me down finding that perfect wine for every occasionhe’s a no-brainer.”– Brent Berkowitz (Vice President of Food & Beverage – World Famous Palisociety )

“I had only recently learned what a sommelier was the first time I saw Lance Reed working the floor at a prestigious and well-established Los Angeles restaurant. His knowledge of the various wines on his extensive list was reinforced by personal stories involving the individuals who made them. It became very clear to me that wine was not just a trade for this man but a lifestyle and a philosophy. In the weeks following our interaction, I made the decision to abandon my career in banking to pursue my dream of becoming a sommelier. Upon completion of my wine certifications, Lance Reed took me in as his Assistant Sommelier. In that role he taught me the world of restaurants, introduced me to the culture of fine wine, and demonstrated what it takes to run a successful and profitable wine program. Lance Reed was an exceptional mentor to me, an educator to many, and to this day remains a very dear friend; not just to me, but to wine itself.” – Robert Vardanian Wine Director, Wally’s Santa Monica

“What can I say about Lance Reed without stating the obvious? He is the consummate professional, gentleman and leader. His passion for and knowledge of wine is extraordinary. He is one of the very few wine professionals that can put you at ease when browsing a wine list and choose exactly what you want (even if you don’t know what you want). It is a rare talent and one that Lance possesses due to his strong work ethic, his ability to learn and retain knowledge and his willingness to share it with others. If your wine list is in Lance’s hands, it is in the best hands period.” – Kevin Travis  (Vice President, Sales and Marketing Star Lane/Dierberg Vineyard)

“Lance Reed and I have been lifelong friends. My dad and I introduced Lance to wine shortly after high school. He quickly caught the bug and enjoyed our many focused tastings together. While I travelled the world in search of birdies, Lance entered the restaurant service industry. This led to his career building wine lists for some of the best restaurants in Los Angeles. With his already accomplished culinary skills, developing innovative food and wine pairings and hosting food/wine events became a natural. Lance’s years of experience have made him an expert at all things wine. Whether building multi-million-dollar wine lists, having any kind wine varietal tasting or preparing a sumptuous food and wine dinner he is unmatched in his skill and ability to bring enjoyment!” – Duffy Waldorf  (Wine Lover, Professional Golfer with Multiple Wins on PGA Tour & PGA Tour Champions)

“Excellence, professionalism and expertise are a few words to come to mind when I describe Lance Reed.  His approach to sharing the art of wine is soulful, informative and exquisite.  My hope for everyone who loves wine is that they have a chance to share a glass with Lance!” – Chris Pierce (Internationally Acclaimed Musician & Owner of Ledbetter Wines)