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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of the paper is to identify and measure the main standards of the wine lists of upscale restaurants. Design/methodology/approach -Wine lists of a sample of 50 upscale restaurants were analyzed. A cluster analysis was performed. Findings -Three differentiated profiles of restaurants are identified according to their wine list management: selection, specialization and complementarity. Research limitations/implications -This study was exploratory and similar studies need to be performed covering more geographic locations. Practical implications -Restaurants differ in their current practices and key standards of their wine lists according to their positioning strategy. Upscale restaurants need to define their positioning strategy and elaborate their wine lists according to their strategy because this allows restaurants to target their customers more effectively. Originality/value -This study focuses on upscale restaurants and their wine lists, while most of the previous research in this area has been on lower-category restaurants and food menus. The present paper shows the relevance of wine lists as a positioning tool and, in this sense, the current practices followed by upscale restaurants can be considered as a reference in this industry.

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