The making of a destination
Owning a wine shop is great - we get exposed to new wines, get to meet winemakers all the time and learn much about the process and product they develop. We see the strategy behind their mostly artistic endeavors and when we travel to wine country it is like visiting old friends. One of the very minor downsides though is how we look at wine lists and menus at restaurants. For us there is more to it than simply perusing the list for our favorite varietal or producer it is a more scholastic and at times critical undertaking.
We have been fortunate and have dined at restaurants that "get it" when it comes to constructing their lists and menus for folks that really enjoy wine. These restaurants become destinations sought out by wine consumers and they accomplish this by executing in key areas. In general they center on selection, pricing, innovation and knowledge. There are restaurants in the area that execute on all of these fronts, but are excited to find an established restaurant making huge strides to establish themselves as a true wine destination.
We have recently had the chance to dine more frequently at Seasons downtown and have found through the addition of staff and a strategic focus, they are hitting all key areas.
Selection in both the glass and bottle areas is vital to a good list. Varietal and producer selections, accounting for differing tastes in flavor profiles and budgetary constraints with varied price levels all need to be provided for. We actually have worked with the staff at Seasons on this portion of the list and are impressed with the range of really great wine spanning all categories.
Pricing is one of the more sensitive areas of constructing a great wine program. Restaurants like all businesses are for profit institutions so wine needs to be priced to meet that profit goal. It is also important though not to overprice versus your competition and to account for customer's expectations. We advocate for informing consumers more about what goes into pricing than less, as it helps them feel comfortable with their selections and encourages frequent visits to both shops and restaurants.
When it comes to pricing restaurants will usually mark up their wine in the area of two times their wholesale cost and attempt to recoup their bottle cost on their glass pours in the first glass and a half or so that they sell. This is fair and pretty standard across the industry. Seasons is consistent with this approach, they price their wine quite fairly and their glass pours are generous at 6 ounces.
Innovation when it comes to a wine program takes many forms. The most important area to distinguish a wine list is innovating by reaching beyond the choices that are on so many lists. We all know the names, we see them in restaurant after restaurant and while there is some comfort in seeing familiar names by the glass list is a real opportunity for all of us to branch out and find new favorites without a big investment. It is in fact the chance to broaden our wine knowledge and educate our palates.
Innovation too comes from trying new ventures. The introduction of flights, trying several small pours centered on a producer, region or varietal, the inclusion of winemaker dinners, the thoughtful construction of the actual wine menu to include tasting notes, special seasonal inclusions for the holidays and special tastings are all the type of creative ideas that make a restaurant stand out for those of us that get excited by wine.
Knowledge is the most important part of making a restaurant into a serious wine destination. Seasons "hits this nail squarely on the head." I have had the opportunity to work with their newly hired wine program director Andrew Franklin. His enthusiasm and passion for wine is unrivaled, he works diligently to learn all he can from distributors, winemakers and those who work with him and is putting together a great program.
The knowledge at the chef level is special too. Chef Scott Miller shares Andrew's enthusiasm for wine, and pairs that with culinary talent and a sophisticated palate for wine and food pairing. From the top down the front of the house staff is raising their knowledge of wine and wine service to meet the expectation created by this strategic focus on developing a great wine experience.
The good news for wine consumers is it will all soon be on display when Seasons launches its fall release wine list and showcases its new wine program. This launch event will take place from 5-7 p.m. Wednesday, Oct. 10, and feature all of the new glass pours. I will be there along with Andrew and the rest of the Seasons staff to talk specifically about the new wines and the new list, and how it highlights Chef Miller's fabulous food. You also will be able to order wine for later consumption through the dinner party.
For wine consumers of every taste working with every budgetary consideration Seasons is becoming a wine destination, we are happy to be a part of this exciting new focus and encourage all wine enthusiasts to check it out.
If there is a topic you would like to read about or questions on wine you can email George@thedinnerpartyshop.com or make suggestions by contacting the Healthy Community section at the Coeur d'Alene Press.
George Balling is co-owner with his wife Mary Lancaster of the dinner party - a wine and table top decor shop in Coeur d'Alene by Costco. George is also the managing judge of The North Idaho Wine Rodeo and writes frequently for the online version of Coeur d'Alene Magazine at www.cdamagazine.com. You can learn more about the dinner party at www.thedinnerpartyshop.com. You can get all of these articles as well as other great wine tips by friending us on Facebook www.facebook.com/#!/dinnerpartyshop.