I've been on hiatus, folks, and I apologize. Life (aka, the job that pays the majority of the bills), got the better of me for the last few months... but the good news is, although I was too busy to blog, I was never too busy to drink! I'm looking forward to sharing some of my recent wine experiences with you. Hope you're all drinking a nice, crisp Sauvignon Blanc or delicious Rose during these hot summer months!
Amanda
With more than 1,000 layoffs, 600-plus store closings, competition from new concepts discounters the likes of McCafe, what is the future for the Iconic American Caffeine Giant Starbucks Coffee Co.?
After a two day, fast track immersion in Coffee College - bean brainwash, and learning all about the “Starbucks Way” - my perception of what I once may have referred to as the “over roasted , over priced, omnipotent (I mean, who else would be so bold as to have two stores, identical twins, on opposite street corners?)” have made a complete reversal.
As a self-professed Java Junkie, I felt my senses were assaulted when I walked into Starbucks. They have always seemed to have a flavor profile that wasn’t of my liking. It is hard to believe that this Goliath of business and marketing never really got its message across. And I don’t know if it’s the caffeine speaking here or the influence of the smiling Starbucks partners I’ve been hanging with this week – but I have to say that the true story, the background, the brain child of Howard Schultz and his ultimate philosophy needs to be told. So many good deeds and practices should not be a secret.
(Starbucks' Coffee College graduating class)
After hours of classroom, numerous charts, way too much coffee, lots of slides and discussions with buyers, agronomists and a chance meeting with the man, Howard Shultz, there are four parts or rules or philosophies in the Starbucks business model:
1) Buy and produce the best quality coffee possible
2) Be socially aware of all those who are affected in the process
3) Be environmentally conscious in the growth, development, production and process of the coffee business
4) Make a profit
I believe I have these in descending order of importance. Rarely, was profit a tagline or bench mark in any discussion, the coffee was always the goal.
The bean, it’s always Arabica, is Starbucks’ quality choice. Of the two commercially produced varieties, Arabica and Robusta (normally favored by Italians), the Arabica is generally considered to produce a better cup of coffee, more complex and less harsh. Still, by no means does that mean that there are no good Robusta or bad Arabica.
The best Arabica beans, a Gardenia Evergreen tree, not bearing fruit before 4-5 years of age are grown in higher altitudes, steep slopes in varying degrees of shade and sun. All the beans are hand picked and purchased from established partners, trusted farmers and CO-OPS, that are monitored and follow a strict line of growing, harvesting and processing practices. These CAFÉ practices (rules) for all Starbucks partners are insured by the SCS, an independent third party. The CAFÉ (see more at STB.com) practices also establish labor policies that the partners must
adhere to, to include no child labor. Once these “cherries” (coffee fruit) are picked they can be processed in three ways: washed, semi washed or natural.
The washed process involves forcing the “cherries” thru a mill, manual or mechanical, to remove the shin and pulp. The green beans, which are still covered in a silver skin husk, are washed, strained and then left to “ferment in concrete pools for 12- 36 hours, at which point the greens beans are spread out to dry on tables, racks, mats or any flat, sundrenched area available. During the ferment, the contact of the beans to one another creates a reaction that softens the silver skin, containing the bean and also develops the “acid”’ a good thing, in the green coffee beans. I also learned some coffee vernacular, being a chef of 25+ years; ferment and acid are rarely good, unless speaking of citrus, kimchi or wine! The ferment, along with drying times is determined by each farmer and coffee variety.
The semi- washed method is like the washed, save the fermentation step. After milling and washing, the fruit goes directly to drying. The Natural/ Sundried method is like raisin farming, the fruit is left on the tree completely ripen brown and wrinkle. The raisin like cherries are then picked and laid to dry in the sun. This method was thought to be reserved for the lesser quality coffees, but is now gaining popularity with specific regions and varieties. Some of the most expensive, single variety, robustly fruited flavor coffee, such as Ethiopian Yirgacheffe, is processed, or less processed, in this manner.
Starbucks, with its highly trained, minimalist team of tasters and blenders - determines the quality of the bean and roasts all of their coffee. All coffees, before commercially roasting and blending begins, are test-roasted and tasted at Starbucks, then test-roasted on-site at the farm/COOP and test-roasted again at delivery, to insure the quality.
Part of the philosophy is to build trust with the farmers, conduct business ethically and support the partners to extraordinary lengths. Starbucks routinely pays the highest price to farmers, ensures the stability of the land and peoples thru programs for health, education, land management, monetary loans and progressive farming techniques. Starbucks Farmers Support Centers, made up of scientists and agronomists, who work to increase product knowledge, quality and business viability of small scale coffee farmers. This support, not previously available, is a step towards ensuring the sustainability of coffee, its producers and environments. The coffee regions, generally third world or developing countries, who in the past have been taken advantage of, How can we help them grow more coffee without cutting more forest, how can we pick more coffee without abusing their labor force? These questions and many others are asked and addressed by the Starbucks Philosophies. I was amazed that the support is offered, at no charge to all farmers, not only those that are “partners”.
A specialty coffee giant, Starbucks purchases 3% of the world’s coffee under its own CAFÉ guidelines, much of which is Fair Trade. Considering that the U.S. is the number one consumer of coffee (Brazil is second), Starbucks doesn’t seem so big. Coffee is also the second largest traded commodity in the world, though quite far behind the No. 1 – which is oil. The company purchases more than 385 million pounds of green coffee beans annually (40 million pounds of which is Fair Trade) for its 16,000-plus outlets and retail CPG programs. These daunting numbers provide another perspective when you consider what has Starbucks given back, over and above, as of fiscal 2006 (according to its 2008 company fact sheet):
1) $36.1 million in cash and product donations
2) Volunteered 383,000 hours in communities
3) Quadrupled their renewable energy purchase to equal 20 % of the energy used to operate stores in the US and Canada Plus many other improvements and innovations to better manage their business footprint and impact on local communities and the world.
Back to the cup at hand – the Seattle tasters – a 15 member team, incessantly cupping, a marathon “spit fest”, taste 400 cups of coffee a day, to determine the best roasts, and blends for the Starbucks line. These coffee aficionados, taste titans, determine the flavor profiles and then rely on the Starbucks bevy of master roasters to duplicate the sample quarter-pound batch the tasters create, into a master 800 to 1,000 pound quantity. Sumatran, Ethiopian, Kenyan, Hawaiian, the list goes on.
As a person who professionally tastes things, it is an intimidating task. My palate and head were wiped after a little four variety tasting. Even the taking the simple math of five coffees, the bevy of combinations that can be blended matched with the innumerable roasting variations, the most pivotal point of the entire exercise, from plant to cup, is mind boggling. Starbucks feel that the tasters decide the coffee, but the roasters make it. The point at which the green beans turn yellow to orange to brown to black is where the ultimate flavor is found. This ideal of the best resource, the best bean, the best practice, the best coffee is all for naught, without the best roast. And yes, it is a dark roast, on purpose.
With their new Pike and 1st street store open, a LEED certified space that is the epitome of energy and water efficiency, it was created with 99% reclaimed materials and still boasting those famously comfortable chairs and atmosphere. Starbucks is getting back to its heritage and working on letting the public know its true message. They are a coffee company with a mission – and it’s not to take over the world. It is a mission of ethical sourcing, quality roasting and the high-quality standards of freshness in Starbucks' coffee beans.
The new ‘heritage’ store is one of three new ‘palettes’ Schultz’ says are in development with designers. The new Seattle model boasts new in-store machines with added efficiency while producing the “perfect” cup. Like a wine cruvinet, the new CLOVER machine, produces small batch, single region/varietal coffees in individual cups. The use of ceramic “For Here Ware” mugs for in-house consumption and chalkboard menus add a local relevance. For me, the new-old store adds to the neighborhood, coffee shop feel, a gathering spot, a comfortable place to relax.
I certainly have a new found respect for Starbucks and the man behind them - Starbucks' chairman Howard Schultz. He is the “no I in team” type, his social awareness and business ethics invigorate the company. When he came into the room for our Coffee College graduation, he said, “There are no zealots here.”
I would respectfully disagree. The Seattle eadquarters is packed with zealots. And coffee college may have produced a few more.
Schultz, who built the global empire from just a handful of branches in Washington state, has an infectious, laid back style that exudes comfort. Even when pressed by us reporter types, looking for some “dirt”, proposing tough questions, Schultz smiled, gave a slight laugh, pensively committing to answer, never seeming vague. In the end, Starbucks’ record is clear; the respect which is shown for their employees and partners, their commitment to the environment and their steadfast vision to put people before profit, which in turn will sustain the bottom line is smart and admirable.
In this day of “haves and have-nots”, thoughts of The Great Depression, Global Warming and of running ourselves to extinction, a “Big Player” is making the right move and has been, since 1971. Apparently, we just didn’t know it.
Spring and Summer time often bring me to drink white and rose wines although I confess that reds are my real favorites. I drink large amounts of Italian wine but the real truth is that I was a Francophile long before I became a die-hard Italophile. In my home, everything French was considered to be superior, from the wines to the food to the art and much of the literature. When I was young, I remember my father always talking about how life was so much better in France. We went to France often as I was growing up and I felt very at home in that culture. Returning to the States, we could always bring a little of France home by going to the store to some buy some chevre and a bottle of Beaujolais by Georges Duboeuf, a name synonymous with the Beaujolais region for decades. I was a French major in college and lived in Dijon in Burgundy for eight months but I rarely have had a wine from Georges Duboeuf in the ensuing years. That is, until a tasting in late April. Boy was I missing out. The tasting was held in the swank Astor Center and was the pre-release of their 2008 Beaujolais Cru with stylish flower labels as part of the new Georges Duboeuf campaign called Style and Substance, officially launched on May 1, 2009. Many activities are planned throughout the year to re-introduce Georges Duboeuf wines to the U.S. market. This make-over of Duboeuf is interesting as he is the premier producer of Beaujolais in the the world, controlling 20% of the market. He works with 20 cooperatives and over 400 growers and his wines are distributed in 120 countries. Georges Duboeuf started early in the business, bringing his wines around to chefs in his region by bike at a young age. He became a negociant in 1964. French wines have taken a back seat for the first time in a decade to Italian wines in terms of exports to the US. Perhaps Duboeuf will lead the way in garnering more attention for medium priced French wines. The Duboeuf wines retail anywhere from $12.99 to $17.99, a favored price point during this ongoing recession.
Beaujolais is in the southern portion of Burgundy. The soils vary in terms of the hillside and the valleys. The cru wines come from the hillier regions with schist soil while the area where Beaujolais and Beaujolais Village come from tends to have more clay and limestone. Georges Duboeuf and his son Franck said at a press conference in April that this year was the smallest harvest since 1995 but that they grapes were very healthy thanks to considerable sorting in the vineyards. In a press release, they said, that it is their impression that “due to smaller yields, the structure of the 2008 vintage has resulted in perfectly balanced and fuller bodied wines.”
We tasted many of the 10 cru wines of Beaujolais as well as a few white wines from Macon-Villages and Pouilly-Fuisse. I was pleasantly surprised by all of the white wines and enjoyed the Chardonnay both from Macon-Villages and Pouilly-Fuisse thanks to its ovely minerality and lively acidity. My favorite though, was the Saint-Veran with its clean citrus notes and white flower aromas. It was persistent and had a long finish as well. The whites were all in the $12-$24 dollar range. At $15.99, the Saint-Veran seemed to call out to me,
The big guns at the tasting were undoubtedly, the red wines of the Beaujolais crus. Ten in all, we tasted seven of them from the Georges Duboeuf portfolio. All Beaujolais whether it be Beaujolais Nouveau, Beaujolais, Beaujolais Superieur, Beaujolais Villages or a Beaujolais Cru is made 100% from the Gamay grape, a thin skinned grape which tends to produce a lively and fruity wine, Beaujolais is made using a technique known as carbonic maceration where whole grapes are pressed and CO2 is added to the tank to create a hermetic fermentation period. Gravity is used to aid in pressing the grapes and the weight of the top level of whole bunches of grapes eventually draws out the juice in the lower level of grapes. The ones that haven’t turned into juice are eventually lightly pressed and the wine that results in light and fruity, often with a strawberry, banana aroma.
The crus of Beaujolais, include Saint Amour, Julienas, Chenas, Fleurie, Moulin-a-Vent, Chiroubles, Morgan, Regnie, Cotes du Brouilly and Brouilly, are made using traditional red-winemaking techniques not carbonic maceration but longer fermentation periods. Each cru is renowned for a different aroma and it is said that Moulin-a-Vent and Morgon are the most long lived. George Duboeuf said that each year one of the cru stand out and that this was the year for Brouilly. Many people prefer Brouilly and Morgon to the other crus. I found all of the wines delicious, some more elegant and feminine than others. I was quite partial to the Chiroubles with its red fruit flavors, minerally, elegance and finesse and to the Fleurie which had a spectacularly long finish and aromas of black fruit, violets, dried roses and cassis. We tried two different Fleurie, the Georges Duboeuf 2008 Fleurie and the Georges Duboeuf Clos des Quatre Vents Fleurie 2008, which was slightly more expensive at $16.99. This wine had very fine tannins and was nicely round on the palate. The Morgon and the Moulin-a-Vent were also lovely but needed a bit more time. They were slightly bigger wines than the delicate Fleurie and Chiroubles to which I am so partial. All in all, the event was lovely and felt like a bit of Spring in France despite the New York streetscape. Georges Duboeuf was presented with a huge birthday cake for his 76th by the members of a Beaujolais society, les Campagnerons du Beaujolais, an organization that promotes Beaujolais.
"We could not now take time for further search . . . our victuals being much spent, especially our beer."
- Diary entry from the Mayflower
I think America's earliest settlers would have enjoyed the wide variety of beer we have in this country today. I know I do.
Anheuser-Busch is well known for our world famous Budweiser and Bud Light beers, two of the best-selling beers in the world. But one of the great pleasures of being an Anheuser-Busch brewmaster is the opportunity to experiment with new recipes and beer styles.
Most recently, we’ve been able to create a seasonal beer line – special batches of beer crafted to complement the changing seasons. I want to introduce you to two seasonals from our Michelob Brewing Co. – Hop Hound Amber Wheat for spring and Beach Bum Blonde Ale for summer.
Hop Hound Amber Wheat
An unfiltered amber wheat ale, Hop Hound has a slight caramel sweetness and refreshing citrus note. It’s brewed with Cascade and Willamette hops from the Pacific Northwest and imported Hallertau hops from southern Germany. The amber wheat ale gets its tawny hue from its blend of caramel, wheat and pale barley malts.
I think that a tall, wide mouthed glass is the best way to serve Hop Hound. It opens up the aroma of the beer and best showcases its long-lasting head of white foam. Hop Hound’s full texture helps it stand up to spicy foods, such as Thai noodle salads and Cuban sandwiches.
Beach Bum Blonde Ale
Beach Bum Blonde Ale is brewed with Cascade hops from the Pacific Northwest as well as Hallertau hops from Bavaria. It’s the hops that give it its slightly spicy, light citrus note that makes it pair perfectly with summer dishes.
To brew this beer, we also use a technique called dry-hopping. Normally when you brew a beer, hops are added only to the brew kettle. Dry hopping a beer involves adding extra hops to the cold aging tank. This increases the hop aroma of the beer.
I recommend a traditional style pub glass for serving this beer. This style of glass helps open up the fruity, citrus hop aromas of the beer and showcases its beautiful golden color. Beach Bum’s bitterness and citrus note match well with citrus foods such as fresh salads with vinaigrette dressing or a light grilled fish with fresh squeezed lemon.
We all know that beer is a great, refreshing beverage, particularly in warmer weather. A lot of beer styles work well in the spring and summer months, but these are two of the best. Give them a try and let me know what you think. I’d also be interested in your suggestions for what type of food would pair well with these two seasonal beers. Email me at askthebrewmaster@anheuser-busch.com
“Beer is proof that God loves us and wants us to be happy.”
-- Benjamin Franklin
Like great food, great beer engages the senses. And it all starts with the art of the pour.
Pouring beer -- an art, you say? I think so. At some point in our adult lives, we’ve all probably been served a beer that is less than ideal – maybe it’s flat, or too warm, or in the wrong glass. If you get a beer like that, you either send it back, or you certainly don’t order another. For a retailer, that’s an opportunity lost.
But a properly poured beer is truly a beautiful thing, and it doesn’t matter whether it’s from a bottle, a can, or a right from the tap. The sound of it alone can capture your attention. The cascade of the liquid into the glass, with its distinctive build of a foam “head,” is intriguing to watch. And the right pour, into the right glass, allows the aroma to reach the nose, setting the stage for the perfect taste experience.
Mastering the art of a properly poured beer is not complicated – you don’t need to be a brewmaster or a bartender to get it right. But a bit of knowledge and practice can certainly help. Here’s what you and your customers need to pay attention to:
Serving Packaged Beer
Serving Temperature:
Opening the Bottle or Can:
Drawing the Perfect Draught Beer
Download DrawPerfectDraught_102507
Like packaged beer, a properly poured draught beer has a ¾” to 1” head of foam allowing a portion of the natural carbonation to escape, carrying the aromas to the nose thus enhancing flavor and drinkability, resulting in a more flavorful, smooth tasting, less filling beer.
Let’s Talk About Glassware
A finely crafted beer has its own unique appearance, aromas and flavors, with subtle nuances and complexities to delight the taste buds. Much like wine, beer is best appreciated when served in a glass that enhances its taste and suits the setting. More and more people now know that glassware makes a difference, both to the taste of their beer and to their entertainment experience. Choosing an interesting glass adds style to everything from a sophisticated dinner party to an informal barbecue.
Some examples:
For lighter lagers, long and narrow bodied glasses like a flute or champagne glass ensure that beer’s carbonation doesn’t dissipate too quickly. They’re also the perfect glasses for showcasing beer’s distinctive sparkle.
For a fuller bodied beer like a bock or stout, a glass with a wider body and base is in order. Glasses more like a snifter open up the beer and help showcase the malt character.
No matter what style of beer or glass you serve, make sure it is what brewmasters call “beer ready.”
Appearances can be deceiving – a glass may look clean, but any residue can impact the beer’s appearance, balance, bouquet and finish. The best bars and restaurants follow a five step method to achieve beer-ready glassware.
Whether you’re a retailer selling packaged beer, glassware, or have made the leap to beer on tap, educating your staff and customers about properly poured beer helps elevate the image of your establishment. Try these techniques on your own and let me know if you have any questions. I’m looking forward to hearing from you. Email me at askthebrewmaster@anheuser-busch.com.
He was a wise man who invented beer.
-- Plato
Here's a topic that gets to the heart of what every brewmaster lives for -- designing a great beer.
Brewing is a complex, delicate and sophisticated process -- even more so than wine. Yet while there are thousands of recipes for beer, four ingredients are absolutely essential: malted grains (such as barley or wheat), yeast, hops and water. These core natural ingredients are the foundation to every great beer throughout history.
Malted barley or wheat is responsible for giving beer much of its color and flavor while providing the necessary starch. This starch will be converted during the brewhouse process to sugars. These sugars will be fermented later by the yeast during fermentation. A pale malted barley or wheat typically results in a golden colored beer with a crisp, malty flavor. On the other end, adding a small amount of caramel malts and other roasted malts to a brew creates colors shades of red, brown, or black and subtle aromas and tastes of nuts, chocolate, or coffee.
Yeast brings beer to life. Brewer’s yeast is a living organism, with the ability to turn sugar into alcohol, carbonation and hundreds of aromas and tastes.
Ales are produced with what are called “top fermenting” yeast strains – simply put, they float to the top after fermenting the sugars during fermentation. Lagers are produced using “bottom-fermenting” yeast strains which settle to the bottom of the tank after the sugars have been fermented.
Yeast is a closely guarded treasure, which each brewer having its own proprietary strains of yeast. Many breweries keep their own pure cultures locked away for safekeeping, to ensure consistency and quality for future brews.
Hops are cone-shaped blossoms that give beer its balance and spice. The unique aromas and bitter flavors contributed by the hops balance the sweetness and body provided by the malt. Many spices have been used throughout history to flavor beer, but hops eventually became the spice of choice because of their preservation qualities. There are a number of unique varieties of hops, which provide a variety of aromas and tastes to beer. For example, Anheuser-Busch uses a blend of classic aroma and bittering hop varieties from Europe, as well as prized American-grown aroma and bittering varieties.
For the gardeners out there, you may be interested to know that hops develop from a hop flower to a cone over a three-month period, from May to August. Hops are grown around the world between the 45th and 55th degrees of latitude – that’s the best geography for growing hops because of the long growing days needed for the plant to successfully develop. At that latitude around the globe, you see 15-18 hours of daylight in the growing season, in both the northern and southern hemispheres. No matter where they are grown, they are harvested from mid-August to mid-September. Take a look at these photos from Anheuser-Busch’s own Huell hops farm in Bavaria.
Water doesn’t get as much recognition as hops or barley malt, but it is the primary ingredient in beer. By weight, beer is about 92 percent water. But at the same time, water should not impact the taste of the beer. To make sure that stays true for every beer we brew, at Anheuser-Busch our water is always filtered, tested and tasted before it enters the brewing process.
Other ingredients frequently used in beer include unmalted grains. Used in conjunction with malted barley or wheat, unmalted grains such as rice help provide some of the sugars needed for fermentation and create a crisp finish in American-style lagers.
Beyond the basics, there are thousands of variations. That’s what makes beer so fascinating. Other grains, spices, even fruit or wood can be used to design specific colors, clarities, aromas and tastes. One example is Anheuser-Busch’s traditional beechwood aging process, which involves placing beechwood chips at the bottom of the company’s lagering tanks during beechwood lagering or storage to enable the settled lager yeast to finish their work of maturing the beer flavor. It’s an extra step, unique to Anheuser-Busch, but it helps deliver Budweiser’s famous taste, smoothness, and drinkability.
Do you have questions about how great beer is made? I look forward to hearing from you. Email me at askthebrewmaster@anheuser-busch.com.
The Family Winemakers of California association is holding a tasting at the Del Mar Fairgrounds. The event is open to the public from 3 - 6pm, and tickets can be purchased at the door. 200 wineries should be there, so it is certainly a "don't miss" event! For more information, visit:
http://www.familywinemakers.org/
They are also holding a tasting in Pasadena on Tuesday, if you can't make it today's awesome show.
Look for an article regarding the event soon. I hope to find some new favorites, and I promise to pass along the information to you as well.
Happy Sunday!
Amanda
...that Zinfandel is believed to have originated in Dalmatia, Croatia? It swung over to Italy and established (well, cloned) itself as Primitivo before making it to California- thanks to the gold miners- in the middle of the 19th century.
This discovery was made possible through DNA analysis by two doctors from the University of Zagreb in Croatia and my hero, Dr. Carole Meredith of my alma mater, UCDavis. Mike Ggrich had a hand in the find, too, by funding Dr. Meredith's accomodations during her trip.
For more information, check out Dr. Meredith's study at http://www.zinfandel.org/uploads/Looking%20for%20Zin%20in%20Croatia1-02.pdf
"In business or in football, it takes a lot of unspectacular preparation to produce spectacular results."
-- Roger Staubach, Hall of Fame Football Player
The holidays creep up on us. Weren't we just eating turkey and cranberry sandwiches from Thanksgiving leftovers? How is it possible that the New Year has come and gone so fast? Is Valentine’s Day really just around the corner? In the retail industry, the holidays seem to come even quicker, causing quite a stir with our suppliers when we make last-minute demands for more New Year’s sparkling wine… which we should have ordered before we were baking our holiday treats for the neighbors.
Avoiding these last-minute panics is easy: plan ahead. In the first week of 2009, create a list of what you will need to order in the next twelve months. Answer these questions to help guide you:
- What sold really well last year?
- What time of year did these items sell?
- Do you remember saying, “Next year, I’ll…” at any time in 2009? Why?
- Are there any season or holiday-inspired products that you want to carry this year? (There are many great wine accessories that wine stores should carry around the holidays.)
After you have answered these questions, you will be able to compile a small list of what you should order, and what time of year these things should be ordered. As a supplement, I have also included a little calendar:
January
Chances are, the holidays depleted your Cabernet and sparkling wine sections. Now is the time to restock your best sellers. Concentrate on the heavier reds as well, since the weather is still cold, and people tend to drink the weightier varietals.
Wine Spectator’s Top 100 List just recently came out, and those in the wine industry know the effect that this publication has on the industry. In the sheer name of supply and demand, grab yourself a copy of the Top 100 issue and if you don’t already have the top 10 wines in your store, attempt to get them. At this time, it might be impossible to find a Casa Lapostelle Clos Apalta at a reasonable price, but recognize that this wine and its nine friends who made the Top Ten are hot items in the New Year.
The Super Bowl is coming up, so if you stock beers, now is the time to look into some interesting brews that could spice up a customer’s Super Bowl party. Stock up on some local breweries and make sure to hold a clearance sale on any holiday brews that you may have. They are inappropriate to keep on the shelves after January.
Valentine’s Day is coming up, so now is also the time to stock up on some reasonably priced reds. Valentine’s Day is an interesting holiday for wine business because it attracts those who might not normally drink wine. Many consider it a tradition to drink a red or a sparkling on the 14th because it is the “romantic” thing to do, yet most of these consumers stick to other forms of alcohol during the rest of the year. Keep this in mind when ordering and when aiding your customers. Make sure to stock up on fruitier varietals, (some jammy Zinfandels or fruity, less peppery Shiraz, for example), so that your customers who don’t normally drink wine can find an approachable and very drinkable wine for their Valentine’s Day celebration. I suggest the Mollydooker Two Left Feet for those looking for a fruity yet big wine.
February
Make sure that you are stocked up on your reds and your sparklings, and take care to order some finer Champagnes as well. Valentine’s Day attracts those who do not normally drink wines, but it still caters to the wine drinkers who are looking to splurge on a bottle for their loved one.
Spring in just around the corner, so it is time to start asking your wine representatives to bring in some white wines to taste. At this time of year, your Sauvignon Blanc and Riesling sections are probably a little weak, and you will need to start building them up soon.
March
Spring is here! And your wine shelves should reflect this. Think Pinot Noir, Sauvignon Blancs, Gewurztraminers, and Pinot Grigios. This month, (and sometimes in April, depending on the year), customers will come in looking for wines to take to their Easter Brunch. Make sure you are ready to recommend a few wines that complement the brunch menus of your local restaurants.
April
As the weather continues to warm, you will probably see an increase in white wine sales and a slight decrease in the sale of your Cabernets and other heavy varietals. Now is the time to increase your selection of roses: a wine that I think gets little attention, but certainly deserves more. The French are masters of this wine, but California and Australia are making some impressive ones as well. Take time to stock this section and be ready to suggest them to your customers who readily drink crisp whites, but are looking to try something new.
Keep in mind that Wedding Season is beginning this month. If you haven’t done so already, attempt to build relationships with your local wedding and event planning companies. Offer them incentives: a free tasting for the bride and groom, set up by your wine buyer, with wines that reflect the tastes of the couple and complement the reception menu. Offer the wedding planner a case of wine if the bride and groom decide to purchase wines through your store. These sales require some planning in the beginning: you must coordinate a tasting, and invest a few bottles into the couple, but in the long run they could be purchasing many cases of wine from you.
If you decide to cater to the wedding crowd, make sure to include the “crowd pleasing” wines, and remind the bride and groom that they are choosing wines for an entire group, not just for themselves. Although it is impossible to choose wines which will cater to the palate of every guest, there are certainly some wines which are “safe” and aim to please. Lodi Zinfandels, Washington Rieslings, and Australians Shiraz seem to be some of the more drinkable wines. Stock up on these so that you will have plenty of cases for your bride and groom to order.
May
Wedding season is upon us. Make sure that you are stocked up on sparkling wines and a lot of Chardonnay: aside from Champagne, it seems to be the wine of choice for receptions. Continue stocking up your whites, and remember that Mothers and Fathers Days are just around the corner. These two holidays do for brunch what BLANK, so much like with Easter, stock up on whites and roses.
If you sell wine accessories, now is the time to purchase some nice wine glasses and decanters. They are excellent wedding gifts.
June – August
It’s been nothing but white wines in the day, reds for dinner at night, for months now. This is the lull of the season for most wine stores, where your daily excitement comes from the newest Sauvignon Blanc that has been released. Now is the time to educate your employees. Start researching what the growing conditions have been like this year, and predict how it will affect the grapes in various growing regions. Taste more wines. Hold more tastings for your customers, if you have a tasting room, and take a trip to a local winery to see what they offer.
Keep in mind, it’s STILL wedding season.
September
Fall brings a change in season, and a change in customer tastes as well. Most are not ready to dive back into Cabernets just yet, but they are looking for some Pinot Noirs or Burgundies to satisfy their desire for reds. Stock up on Pinots from up and down the West Coast: in California, the Santa Barbara, Santa Maria, Santa Lucia, Monterey, the Salinas Valley, Santa Cruz, Russian River, Carneros, and Mendocino Pinots are all extraordinary. I love Oregon Pinots as well, particularly those from Willamette, of course. I happen to love Ponzi, Ken Wright, and Beaux-Frères, but I have yet to meet an Oregon Pinot that I haven’t liked.
As a side note, the New Zealand Pinots are on the rise as well. Their Sauvignon Blancs have quite a following, so I have found that selling their reds is quite easy. They are delightful wines and add something special to the varietal which so many love.
October - December
It is time to stock up on the darker brews, and with the holidays coming, you should also start stocking up on the heavier reds. I happen to love the sparkling Shiraz and turkey combination, but make sure that your shelves are loaded with whatever you and your co-workers think are the perfect wines for a Thanksgiving meal.
Christmas is just around the corner as well, so it is time to start looking at wine accessories. Many customers stroll into wine stores in November and December looking to buy wines for their wine-loving friend or family member, but many are too intimidated to purchase a bottle, especially if they don’t know wine themselves. Wine accessories are the perfect gift for these individuals. Decanters, Vinturi aerators, wine bags, wine boxes, corkscrews and other tools (such as drip-stoppers) are excellent items to keep in your store, should your customers come in looking for something different.
Of course, with the holidays being so close, make sure that your shelves are filled to the brim with Champagne and sparkling wines.
Best wishes to your store and your employees in the New Year. May you find success throughout it.
Cheers!
Amanda
Prosecco sparkline wine comes from the Prosecco grape, a native of Italy. Prosecco can also be made into a still wine, a sparkline wine, (called Spumante), or a slightly sparkling wine (called Frizzante).
And they are delicious! And cheap!
Ask your wine representative if they have any other Proseccos to offer other than the traditional Spumantes that you often see in stores. Proseccors have quite a following, and many of those Prosecco fans would probably be willing to try a still Prosecco wine.
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