Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/73671
By Harriet Lembeck The Basics of Store Tastings I f you can get your store known for holding regular tastings, you will attract more attention in your community, and generate repeat business. Here are some pointers on setting up and conducting these tastings, keeping in mind that there are some differences in the handling of wine tastings or spirits tastings. First you need to have a good setup. If you are doing a stand-up tasting, you don't want to do too many wines. People get restless if they have to stand too long. Sit-down tastings take more room, but, if you can manage it, they generally give you better results in sales at the end. You can hold your guests' attention, and also invite questions more easily. It is not mandatory to use real wine glasses, although they will make your tastings appear very pro- fessional. Small styrene cups are also acceptable, and are clear, rigid and disposable. To show different colors of wine, you want your customers to look at wines using a white background. Paper placemats or paper table coverings are fine. Water at each person's place is mandatory. You want your customers to stay hydrated. In my teaching expe- rience, I have learned that people won't ask for water, but they will drink it if it's in front of them. You will also need to put out spit cups. Opaque coffee cups are fine. You have to be a good salesperson, however, to get people to use them. I tell my students that if they want Harriet Lembeck, CWE*, CSS** hlembeck@mindspring.com is a prominent wine and spirits educator. She is president of the renowned Wine & Spirits Program, and revised and updated the textbook Grossman's Guide to Wines, Beers and Spirits. She was the Director of the Wine Department for The New School University for 18 years. (*Certified Wine Educator, **Certified Specialist of Spirits) to look "professional," they will spit. I also remind them that when the dentist says "rinse," do they spit or do they stop to tell him "that's disgusting"? In wine tasting, as in dentistry, spitting goes with the territory. You should decide on the wines you want to pro- mote ahead of time. Do a little studying about them. If you visited an area on a trip, you may have a little story to tell about the place. It's very convenient to invite a salesman to conduct your tasting, but many salespeople can be a little too eager, and people sense when they are being hustled. Salespeople can't be as objective as you can, and you are the one who is trying to build a customer relation- ship. You should be conducting the tasting. Pick wines that are far apart in color, aroma and flavor, so that your customers will see the differences. Give them some easy successes, which will bring out their enthusiasm. Tasting Spirits If you want to do a spirits tast- ing, I recommend that you cut the spirits 50% with a good, non-carbonated, bottled water. Now the 40% alcohol has become 20%, and is no stronger than a sherry or a port. Further, with uncut spirits, both nosing and tasting are affected by full- strength alcohol, which burns the mucous membranes. Nuances will never be discovered. Water opens up the spirit. Further, if your customers do swallow, instead of spitting, you will be concerned about how they get home. If anything should happen, you won't even know if the person stopped for a drink after your tasting. You will always be able to document that you did not serve spirits full strength. For our spirits classes, we always cut our spirits ahead of time, before pouring. That way there is no question about whether or not to cut them. It's already been done. Explain to your customers that this is not a cocktail party, it is a tasting. Usually our students end up preferring the cut spirits, because they get all the flavors out of them, and they are easier to drink. s 12 • Beverage Dynamics • www.beveragedynamics.com • July/August 2012