Issue link: http://read.dmtmag.com/i/72545
MANAGEMENT UNCORKING PR in other famous wine regions of the world. Their job is to put your wine and region into the context of the larger world. Enology: Magic doesn't turn grape juice into wine, so your tast- ing room personnel should know enough to be able to explain the basic process, and the differences between white-wine and red-wine fermentation, the role of fermen- tation temperature in determining wine style, and how barrels affect the character of a wine. Does aging make a wine better? That's a great question to add to the study list. How to Taste Wine: This one may be rather obvious, but I am continually amazed by statements I have heard made by tasting room staff on this topic. If your employ- ees don't know the basics of sen- sory analysis, from sight to smell to flavor, you need to teach them. They need to be able to present this information in a way that helps Wine Packaging By Naylor Naylor is the premiere supplier to over 1800 wineries, wine shops and distributors in the US and Canada. New, Old and Wineries To Be. Americans are absolutely intimidat- ed by the ritual of wine service. As you build trust and rapport with your customers, you can help them feel more confident and comfortable with this ritual. And please don't make fun of proper wine service. The secret is to explain the stories and reasons behind the ritual, so that your customers understand why it happens, and what really matters. This section of the curricu- lum should also include a workshop on responsible alcoholic beverage service, for obvious reasons. Wine and Food: Since your cus- your customers feel comfortable and encouraged to explore wine. There is no room for wine snobs or intimidating pontification! How to Serve Wine: Many tomers will perceive your staff as expert, it's important that you give your employees the tools they need to deliver expertise. This is not just a case of recommending a recipe with each wine; it's understanding how different chemicals and flavors interact in the mouth, and what that means for your wines. If you don't know enough to teach this subject, find someone who does. Local Knowledge: Your staff is of wine knowledge in a way that is friendly, helpful and respectful. I always suggest that the best way to explain complicated subjects is to practice on a reasonably intelli- gent 12-year-old. It's a good way to eliminate those ridiculous phrases and attitudes that adults use too much. THE BOTTOM LINE Does this sound like a lot of work? It is. It's also time and money well spent. It can bring your employees closer together, and make them work much more efficiently as a team. In fact, you might consider making this train- ing a team-building exercise: If you assign each staffer a topic to cover and present, you create an in-house academy that not only brings good information to your team, but also helps its members take ownership of the process. All you have to do is provide direction and give them the time to get this done. If you don't feel that your staff also expected to have expertise on the local area for visitors who ask – the history of your region, tour- ism options, and tips only the locals know. Isn't that what every visitor wants? SHOWTIME! Presentation and sales skills are Wine gift boxes, wine carriers, tested & approved wine shipping boxes for parcel shipments and many specialty sizes or we can design a package for your special needs, customized imprinting available. WE STOCK: Recent Price Reductions or Samples Contact: For Price List with Wine Packaging by Naylor www.naylorpackaging.com Stewartstown, PA 17363-8478 (717) 993-2431 or (800) 292-3370 Fax (717) 993-9460 4069 Vineyard Road 20 VINEYARD & WINERY MANAGEMENT JULY - AUG 2012 among the valuable assets of any tasting room employee. Without them, your staff will not be able to put all this information into a form and presentation that will actually help your winery. Classes on public speaking, theater or salesmanship are always useful, and it helps to flesh them out with practical exer- cises in how you can apply these techniques to presentations in your tasting room. Remember that on any given day, your tasting room audience can include a Master of Wine to an absolutely novice. Your staff has to be able to speak to every level can manage this alone, there are superb educational programs avail- able through the Society of Wine Educators and the Court of Master Sommeliers that provide a lot of this information in a professional and effective format. Employees who complete one of these courses get a certification that will add lus- ter to their career. It will also give you, the winery principal, another advantage in your effort to make your winery more successful. Comments? Please e-mail us at feedback@vwm-online.com. visit us online vwm-online.com WWW.VWM-ONLINE.COM