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Issue link: http://read.dmtmag.com/i/383488
www.cheersonline.com 31 Cheers September 2014 • Oleana in Cambridge, MA, sees an uptick in wines from Greece. Italian wine, based on the big names. And with the balance of Nostrana's wines priced from $40 to $60, guests can range wide without spending too much. Speaking of rosé, Max's is seeing a surge in popularity of the wine. "It's insane right now, and having a selection we think is very important right now in the restaurant setting," says Higgs. What's more, she says, Max's offers rosés from March all the way through November: "They make great Thanksgiving wines." Including sparkling rosés, each Max's carries fi ve to 10 rosés. GETTING GUESTS ON BOARD Featuring wines from lesser-known regions is a double-edged sword, Hon says. You can offer them at more competitive prices than other wines, but the names and varietals are often unknown. "Guests who want something cheaper will take a chance and treat it as a learning experience," he notes. Value is important in introducing customers to these emerging regions, Dexheimer says, "because when people see something that's interesting, they're willing to go there if it's $50 rather than $80. So I select and keep them at a price point that piques curiosity." Not that the less-popular wine regions are all about bargains. Higgs notes that Austrian wines, while not priced especially low, are gaining a following at Max's. "Gruner veltliners are defi nitely becoming much more popular,