Page 53 - Wine Spectator (January 2020)

HOW TO BUY WINE

A good wineshop spends Wineshop Talking Points

time educating its staff
I like … I want to spend …
about the world of wine in Even if you provide only one general Nobody really likes talking about money,
descriptor about a wine you’ve liked in but how much you’re willing to spend on a
general and about the store’s
the past, it will start a conversation that bottle of wine is a crucial piece of informa-
inventory in particular. can help a salesperson suggest wines with tion to share with the wineshop employee.
a similar character. That word might refer- Most stores offer bottles priced as low as
Take advantage of them!
ence the wine’s flavor (for example, fruity, $9 or $10, as well as bottlings selling for
peppery or smoky), the body and shape of several hundred dollars each. If you’re

the wine (big, rich, light, round), or the im- looking for something affordable, the staff
If you were going to buy a car, no one would pact on the palate (tangy, zesty, velvety). member can turn their mind to regions or

expect you to know the specs on each model. If you can provide additional informa- producers known for good value; if you’re
That’s what the salesperson is for. Your job is to tion, this will help the staff member whittle ready to spend more, it opens other ave-

tell the salesperson what’s important to you in a down the options even further. You might nues for the employee to explore with you.
car, and then to let him or her point you toward mention a grape, wine region or wine A good employee will know the store’s in-
the cars they offer that fit your requirements. you’ve liked (Pinot Noir, Tuscany, New ventory, and they’ll enjoy the exercise of

The same principles apply to wine. A good Zealand Sauvignon Blanc), or you might finding a great wine to recommend to you,
reference a specific producer or bottling. regardless of your price point.
wineshop spends time educating its staff about
In this digital age, with phones almost
the world of wine in general and about the store’s
always on hand, a great learning tool and What’s drinking well right now … ?
inventory in particular. At Total Wine, all asso-
aid for buying wine is snapping a picture of Sometimes the best conversation starter is
ciates complete online training and participate
the bottle when you have a wine you really to kick it back to the sales associate; let
in weekly in-store training and tastings. “It’s a
enjoy. You can edit the photo to include a them talk about a wine they’ve tried re-
blended approach,” says Rice. “Computer-based word or two that captures your impression cently that they thought was delicious.
training, instructor training. We’ll even send our of the wine. Not only does this give you Wine is constantly evolving in the bottle,

team to California or Europe to spend time with an image to show the salesperson, but it so why not get an up-to-date impression
producers of the wines that we sell.” develops your wine vocabulary. of some of the store’s offerings? You’ll
“Over the years, our staff education has evolved likely get a summary of why the salesper-

quite a bit,” says Chris Adams, CEO of Sherry- I need a wine for … son liked it—details about the wine’s taste
Lehmann Wine & Spirits, one of Manhattan’s The vast majority of the time people go to and style. You can compare the salesper-

leading wine retailers since its founding in 1934. a wine store it’s to buy wine for a particu- son’s descriptors to your own thoughts
Today, in addition to regular staff tastings with lar purpose. Whether it’s a bottle for din- about wine (without having to break out
ner that night (what are you cooking?), a your own wine vocab), and let them know
visiting wine producers, the store partners with
special occasion bottle (what are you cel- if it sounds like a style of wine you like or
distributors to allow staff members to taste
ebrating?) or bottles to restock your wine not. You may end up buying their recom-
through the entire range of producers and bot-
shelf (what do you drink more of, red or mendation, or you might use it as a
tlings from that supplier.
white?), these are all clues that will help launchpad to explore other options.
“Our team sees and tastes through the wines to your sales associate home in on good
gain a better understanding of what the supplier recommendations.

is focused on and how their focus reflects on the
whole of our Sherry-Lehmann inventory. I like

this approach because it gives voice to our part-
ners big and small, and demonstrates the diversity
of our approach to building an inventory.”

A good wine store’s staff is happy to talk to
you about wine, about what you like and about

what they have that might be a match to your
preferences. They’re equally as eager to provide
basic information for beginners as they are to

dive into the details with connoisseurs. They’re
your own personal reference source—and part
of the cost of the bottle you’re about to buy pays

for their education and time—so take advantage
PHOTOGRAPHED AT PSYCHIC WINES, L.A. in this environment,” says Navarro of Wally’s,
of them.
“The people we hire have to really want to be

describing his employees’ passion for wine and

food. “We’re all looking at the total picture to-
gether, and it’s about getting people excited.”

JAN. 31 – FEB. 29, 2020 • WINE SPECTATOR 49