CorpComms Magazine

Gone are the days of flicking through a 70 page tome trying to select a wine that does not break the bank, after Mayfair based fine-dining restaurant Claridge's updated its image by following the iPad frenzy and switching to a digital wine list.

The initiative came from a discussion between restaurant manager Andy Downton and head sommelier Ilir Kacaniku which led to the disposal of the paper menu, bar two copies kept on hand just in case.

Initially sceptical guests are won over once they learn more. Not only does the changeover save paper but guests can enjoy an evening without being told that a particular wine has sold out, as the digital menu is updated almost instantly.

Like a conventional menu, wine can be chosen by colour but it also allows customers to learn about the grape using digital maps of origin.

But the move has not destroyed the customer-sommelier relationship. Claridge's has kept Kacaniku on hand to guide customers in the old school style if needed.

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