All you need to know about great wine
Wine Descriptions: The Super Palate: Opinion
The last 40 years have seen a revolution in the many approaches to wine description. Hugh Johnson once said, "Many do it, but few do it well." He was speaking about our ability to describe wine.
The wine consumer at large is overwhelmed with our jargon.
The enlightened beverage program is evolving. In particular, it is evolving in the way it connects to the consumer. Economic changes and a literal flood in the availability in the choices of wine and cuisine types is requiring a change in our connection techniques with our clients.
My Super Palate technique approaches the guest from their cultural learning style which is related to sound bytes. A typical customer engagement in a retail or restaurant environment may be no more than one minute long.
So what is the suggested solution?
First: Be aware that knowing what they want is by far more important than what you like.
Second: If they can define what type of cuisine they like: (i.e., hearty/light, sweet or not, etc), they probably will be able to answer what type of wine they would potentially enjoy.
Third While we market many wines by varietal type it is clear that many consumers have a broad idea of what typical grape flavor means. Does all Chardonnay taste alike?
Finally: Please reserve the scores, method of production, varietal blend etc. to support the quality of your recommendation until it is absolutely necessary and only if you know your customer understands the significance of the features you are describing.
Enjoy selling!
The wine consumer at large is overwhelmed with our jargon.
The enlightened beverage program is evolving. In particular, it is evolving in the way it connects to the consumer. Economic changes and a literal flood in the availability in the choices of wine and cuisine types is requiring a change in our connection techniques with our clients.
My Super Palate technique approaches the guest from their cultural learning style which is related to sound bytes. A typical customer engagement in a retail or restaurant environment may be no more than one minute long.
So what is the suggested solution?
First: Be aware that knowing what they want is by far more important than what you like.
Second: If they can define what type of cuisine they like: (i.e., hearty/light, sweet or not, etc), they probably will be able to answer what type of wine they would potentially enjoy.
Third While we market many wines by varietal type it is clear that many consumers have a broad idea of what typical grape flavor means. Does all Chardonnay taste alike?
Finally: Please reserve the scores, method of production, varietal blend etc. to support the quality of your recommendation until it is absolutely necessary and only if you know your customer understands the significance of the features you are describing.
Enjoy selling!
Replies to This Discussion
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Permalink Reply by Cheryl Hall on -
So can you give us an example of what this would look like?
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Permalink Reply by Christofer M Doll on -
I am a district manager for rndc in maryland and have used this with a store training class on sat the 21th. They all loved the idea of using this to make personal shelf talker and it will making it more affective talking to customers.
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Permalink Reply by allan garnham on -
The class Luis you gave at Clydes Tower Oaks Lodge was fantastic. We are still talking about it. I was wondering how to get a wine certification? Thanks Allan Garnham. GO CHATEAU CASH FLOW!!!!!!!
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