Wine and You - The Restaurant

Carrying on with a series of ideas on how we interpret the commodity of wine, we have wine and the restaurant. As I said in the consumer-based post, there are a much higher percentage of people that are open to trying something new. Because most people treat dining out as a ‘new experience’ they become more open to the inspirations and suggestions of their fellow diners and service staff.  This gives us the ability to discuss, segue and over all generate conversation over a bottle, or glass, of wine and is an often-utilized tactic with people that you may not know or like. How do I know? Because I’ve used it.

For a restaurant there are many things to consider for their wine service, from staff knowledge and incentive to sell, wine makers dinners and tastings, the actually wine list and wine availability and how it goes together with their menu and atmosphere.

A restaurants service staff is like its front lines. They immediately reflect how much time and care the establishment has put into their wine. You want them trained, in how to serve wine, not just properly but with style, you want them knowledgeable and most importantly you want them to SELL. And I say that with no shame. Wine is a commodity, just as cars, paintings and toilet paper is. So you just gotta sell it.

So how do restaurants sell it? First and foremost you want your staff to know about the wines that you carry. From my personal experience in this side of the industry I know that most of the restaurants that pride themselves on their wine list will do tastings with their staff on all their wines by the glass. They can have different companies, some retailers and some importers, that will come in and train them on wines that they do by the bottle.  I LOVED these events, and quite honestly it’s where I started. I feel that providing staff training is not only good for sales but also very much drives staff moral. ‘Cause who wouldn’t want a glass of wine after work once a week? During these tastings we can also address staff incentive – “ if you sell the most glasses of XYZ wine then you get a free bottle to take home”. Uhhh Score! This is even more motivation for the staff to get out there, get educated and sell it to the patrons.

But how does the specific selling work? Way back when I was a server *insert flash back sequences here* I would often start out by trying to get to know my customer, seeing what they were in the mood for, even if they didn’t know the what they were ordering to eat yet. From there I would make a few suggestions and tell them why.  This is where a lot of food pairing knowledge came in handy. But more often than not it didn’t matter what they were having as long as I knew about the wine. For example (and I don’t mean to step on any toes here) the wines produced by Blasted Church in BC, were super easy to sell because they blew up a church; hence the name. Of course, my selling it was much more then “it got blowed up” but it made for a nifty story. And stories lead to conversation, conversations lead to memorable experiences and now suddenly you have a restaurant that has become a part of an experience. What greater publicity can you ask for?

Now, depending on the restaurant, there may be the possibility of wine makers dinners. This is where a wine maker, or producer actually comes in to the restaurant and host a dinner for 10 – 25 people. Typically the menu is crafted to specifically match the wines that the host represents.  They are an immense amount of fun and incredibly informative. If you ever get the chance to go to one of these – JUMP ON IT. You won’t regret it, I promise.  Typically tickets to these events are all inclusive. As in, they include dinner, drinks and typically as well gratuity.

The most essential item that a restaurant has in selling wine, aside from their staff, is their wine list. Just in case you don’t know what a wine list is lets go to wiki for a definition.

“A wine list is a menu of wine selections for purchase, typically in a restaurant setting. A restaurant may include a list of available wines on its main menu, but usually provides a separate menu just for wines. Wine lists in the form of tasting menus and wines for purchase are also offered by wineries and wine stores.”

Typically a wine list is built by the restaurants’ sommelier but there are some companies that offer this services to places that don’t employ sommeliers. Over all, an effective wine list covers all counties and appellations - within reason - and it accents, highlights and in some cases, compensates for their food menu. For example, if there is a lot of red meat on the menu, then you wont see a lot of white wine on the list. If there is a lot of spicy food, then you’re going to see a higher proportion of sweet wines on the list.

The retailer(s) the restaurants buy their wine from and also the availability to get the wines in the province (or state) can limit a wine list. However, a good wine list will have enough selection to compensate in the event of a shortage, or it should be updated to include wines that they can get. Over all a wine list is can be viewed like the restaurants resume of wines.

In general for what a wine is to a restaurant is still a commodity, but just like a painting it needs to fit with is surrounds and accent the decorum. A lot of time and preparation goes into the training of the people who sell and serve it, its availability to be sold and the way it interacts with the other components of the diners’ experience. Finely picked and cared for it can truly make a great restaurant exceptional.

Cheers!

Wine and You - The Consumer

So I’m all set to start my WSET level 2 in the next 3 weeks.  But before I start up on all that fun stuff, I want to discuss with you a series of ideas on how we interpret the commodity of wine as consumers, retailers, restaurants, importers and makers. These aspects are all very much related.

First, and most importantly in my opinion, we have wine and the consumer. I am a wine consumer, and if you’re reading this blog, then I can only assume that you have consumed wine yourself. If not, then you should, I definitely recommend it.

When we go into a liquor store or a restaurant, what exactly are we looking for in a wine? Do we know what we want or do we let inspiration take us? Do we actually see it as an experience we are purchasing, be it the flavor of the wine or the company and atmosphere we whish to propagate?

Yes and no… ehh, lets go with “kinda”.

I think as a consumer we are looking for something that does speak to our specific taste and when we go shopping for a wine in a store, none of us bring a strict shopping list but we do have a motivation. Be it price point, varietal or food to go with it, we have something in mind. It’s not often we just magically find our selves in a liquor store with our eyes closed as we blindly fumble down the isle playing musical chairs with our wines. How ever entertaining that notion may be.

I would estimate that 4 out of 5 times that a normal consumer buys a wine from a liquor store, they have gone in for a purpose; be it a brand they recognize or a pairing they’ve been told about.  It’s safe. There is a list to follow. Just in and out. Hopefully there’re no lines.

But that 1 out of 5, and honestly them ain’t bad odds, will meander through the store, picking which isle to go down and looking at labels and reading descriptions. Waiting for a gem to call out to them so they can try something new. I think the BEST wine shops hire people that do that themselves. Because it takes one to know one. And while the staff may lose 15 minutes discussing 2003 California wines, the consumer is going to be happy as a clam, and satisfied with their experience even if they don’t take to the wine they’ve bought. And heaven forbid if one of these wine pioneers finds the boutique and high-end wine! The racks become library shelves and hours can be lost.

However when a consumer buys a wine in a restaurant, there is a much higher percentage that are open to trying something new. Most people I believe treat dining out as a ‘new experience’ and open to the inspirations and suggestions of their dining guests and service staff.  The whole notion of going out and ordering a bottle of wine with dinner, or even just a glass, is seen as an event and people are with peers where they can discuss this new experience.

I think a wine that will ultimately appeal to a consumer is one that they know about, which is hard, because lets face it. Wine isn’t self-explanatory. There are so many label variations, varietals, appellations and years that it simply cant be helped that you don’t know what the stuff in the bottle is going to taste like. I think some of the best ways to counteract this is simply to educate yourself. Ask your friends, what wines they drink what they like in wine and why. Or ask your store clerk, or your server. If you’re too shy to ask, or if you are unfortunate enough to have been dealing with someone who knows less then you do, then Google is going to be your best friend. But even then, it’s not like buying a liter of Pepsi, where it’s the same flavor every time. Get informed on your wines and keep an open mind. Just as it is with most product choices; you wouldn’t go with the first insurance company you found, you’d shop around and see what other quotes you could get and educate yourself.

And yes, I know for most people picking a wine isn’t as important as insurance. Well, maybe for me it is. Kinda.

Cheers!