Wine and Chocolate: Double the Indulgence for Your Customers

Let’s be honest: when you tell wine enthusiasts that a certain wine pairs beautifully with a particular chocolate, you're likely to be met with raised eyebrows. Sweet chocolate—paired with a dry wine, perhaps? That can’t possibly work! These are often the same people who firmly believe that cheese should only ever be served with red wine. Clearly, there’s still some educating to do here. But there's also a bright side: once people have experienced the magic of this delicious duo, they tend to come back to it again and again. With a bit of explanation and customer service, you can grow your loyal clientele—and with clever sales strategies, boost your revenue, too.

It all starts with chocolate quality. Cheap, industrial chocolate should be avoided in a gourmet context. It's often overly sweet and has a distinctive aftertaste. Products from mid-sized or small artisanal producers, who use high-quality ingredients and careful production methods, are far better suited to the job. Variety is also key: the best approach is to offer a selection of premium chocolates with different cocoa contents and textures—ranging from white and milk chocolate to rich, dark varieties.

Dominant additional ingredients, such as spicy flavorings or excessive fillings, should be avoided so as not to overpower the chocolate’s natural flavor—or the wine, for that matter. Another important rule: the wine should always be a little sweeter than the chocolate. Otherwise, it may taste too acidic or even flat. Now let’s take a closer look at which wines pair best with which types of chocolate.

Wine with White Chocolate

In general tasting etiquette, one typically starts with lighter, lower-alcohol wines and progresses toward fruit-driven and noble sweet styles. However, when chocolate enters the picture, it upends this classic sequence—because here, the chocolate sets the tone. In other words, the progression is determined by cocoa content. That means white chocolate kicks off the tasting lineup.

Its creamy sweetness pairs beautifully with fruit-sweet and noble sweet wines. A German Prädikat wine such as a Riesling Auslese is an excellent match. A Demi-Sec Champagne is another superb option, often surprising customers during tastings, as many are unfamiliar with this off-dry sparkling wine style.

If you're aiming for something more luxurious, a Sauternes from Bordeaux offers a refined and elegant pairing. And for those who prefer something sparkling, Moscato d’Asti nearly always works wonderfully with white chocolate. Sparkling wines bring freshness, sweetness, and fruit-driven aromatics—all of which beautifully complement the cocoa butter and vanilla notes found in white chocolate.

Wine with Milk Chocolate

Milk chocolate still contains a moderate cocoa content, usually accompanied by a creamy, melt-in-the-mouth texture. This combination calls for wines with roundness, smooth mouthfeel, and soft tannins. Unlike white chocolate, which rarely pairs well with reds, milk chocolate opens the door to some lighter red wine options.

A Vernatsch (also known as Trollinger in Württemberg) or a Pinotage from South Africa can work wonderfully. And then there’s the classic red grape known for its finesse and low tannin: Pinot Noir. Even an oaked Chardonnay can create an elegant match.

If the milk chocolate shows caramelized or toffee notes, wines with oxidative aging or ripe secondary aromas are ideal. A mature Merlot, an Italian Recioto, or a Tawny Port from Portugal would be great choices.

For milk chocolate enhanced with sea salt, fresh and mineral-driven white wines shine. Think of a Grüner Veltliner from Austria, a Mosel Riesling, or a Chenin Blanc from the Loire Valley.

Wine with Dark Chocolate

Once cocoa content reaches 70% or more, the flavor intensity increases significantly. Here, full-bodied, aged, or sweet wines are called for—wines that can hold their own against the bitterness and roasted notes of dark chocolate.

If the dark chocolate is not too sweet, aged Bordeaux blends perform reliably well. A varietal Cabernet Sauvignon—particularly with some bottle age—can also be a standout, as can a robust Malbec.

There’s also the timeless pairing of dark chocolate with Vintage Port. For chocolates with cocoa content above 85%, consider PX Sherry (Pedro Ximénez)—its syrupy sweetness offers a luxurious contrast to the chocolate’s intense bitterness.

White wines of any kind, however, tend not to pair well with dark chocolate—the bitterness simply overpowers them in most cases.

Wine with Chocolate Containing Nuts or Dried Fruits

Of course, it’s not only plain chocolate that pairs well with wine. Nut-infused chocolates, for example, are particularly popular—and there are ideal wine partners for these as well. The nutty nuances in such chocolates call for matured wines with oxidative characteristics or toasty notes.

A well-aged, oak-matured Chardonnay is a classic option here—especially one with noticeable tertiary development. Oloroso Sherry or Madeira also make for excellent and complex pairings, offering depth, warmth, and complementary oxidation. For those looking to introduce something more niche or adventurous, a Vin Jaune from France’s Jura region can be a truly distinctive choice, echoing the nutty profile of the chocolate beautifully.

When it comes to chocolates enhanced with fruits such as strawberries, raspberries, cranberries, raisins, and the like, the pairing approach changes. These work best with light, fruit-forward white wines that aren’t too weighty. Tannin-heavy reds generally don’t harmonize well in this context, as they can overpower the delicate fruit notes.

Instead, opt for an elegant Moscato, a lively Riesling Kabinett, or a charming rosé sparkling wine with a touch of residual sweetness. These wines bring freshness, fruit, and finesse—perfectly complementing the vibrant fruit elements within the chocolate.

Boost Your Business with Wine and Chocolate

There’s a good reason we’ve taken a deep dive into the various pairings—because a well-curated seminar on the topic of wine and chocolate is one of the most effective ways to drive sales. Just make sure that all wines and chocolates featured in the tasting are available in sufficient quantities at your shop when the event takes place. When you host an experience that creates an emotional connection and gets people talking, your guests are far more likely to purchase their favorites from the evening on the spot.

It’s generally worthwhile to not only carry the featured wines but also stock the different chocolates long-term—so customers can come back and reorder, even outside of a formal tasting.

If you operate exclusively online, this concept still works beautifully: simply offer small tasting kits. By including visually appealing information materials about the wines and chocolates, you add real value—something your customers won’t soon forget.

You might also consider hosting a live virtual tasting, for example via Instagram. Alternatively, you could record an explanatory video, upload it to YouTube, and share the link with your audience via QR code.

Retailers in the grocery or specialty food sector can also benefit by using themed shelf placements to highlight the wine-and-chocolate concept in-store.

As you can see, it pays to tap into the cross-selling potential of this indulgent combination and turn it into a profitable opportunity for your business.