ADVERTISING: Advertorial — Wine tasting etiquette
Tasting in Wine Country and in local shops has changed some over the years. Events are now more elaborate in many cases and both wineries and retail stores like ours invest a fair amount of time, energy and capital in creating an experience that is educational and rewarding.
In many Wine Country areas, fees for tasting have increased with the effort and wine that goes into the tasting. In Napa, tasting fees of $75 for a reserve tasting at the more sought after wineries are not unusual. In nearby Walla Walla the charge to taste is more modest but the wineries where tastings are complementary are dwindling fast.
For retail shops in this area, the Dinner Party is one of the few that does not charge for our tastings. Our good friend Rich Funk, the owner/winemaker at Saviah Winery, says it best with respect to tasting fees, “Why put up barriers?” Like us, Rich finds that most folks understand the etiquette of tastings, especially when they are complimentary. Here are a few things for wine consumers to keep in mind when attending tastings at retail shops or wineries and whether they are complimentary or if you have paid for the tasting.
The reason behind the shrinking number of venues offering complimentary tastings is quite simple. It is expensive. When tasting at a retail shop like ours, or any of the others around town, the shop is paying for those tasting bottles so that wine in your glass may be free to the consumer, but it is not to the shop. Similarly, at wineries they are pulling those tasting bottles from their inventory; they represent a hard and significant cost.
When you are tasting at a winery or a retail shop for free, you should purchase something. Hopefully you enjoy the wines that are being featured and therefore, it is customary to purchase a bottle or two. Even if the wines are not your favorites, a small purchase of another bottle of wine or some wine related merchandise helps the winery or shop owner cover some of the costs from the tasting. When you have paid for the tasting directly with a tasting fee this is less important, but supporting the businesses that are pouring you free wine is vital. Also, in short, it is simply good manners.
The amount of wine poured at a tasting, especially one that is complementary, is normally about an ounce and a half or less. It is, after all, a wine tasting — not a wine drinking; the size of the pour is designed to give you a good sense and feel for how the wine is made and to decide how you feel about it. Normally at tasting events, or when at a winery, multiple wines are poured so you can experience a broad lineup of what the winemaker produces.
As you taste through a number of wines, it is easy to lose track of which ones might be your favorites. It is always OK to ask to revisit a wine from the lineup as you make your decision on what to purchase, it should, however, be used for that purpose. To ask to revisit a wine over and over again with little intent of purchasing only increases the cost to the winery or shop.
As professionals in the business of wine winemakers, retailers and distributors know, not every wine is going to please every palate. As Mary always says “some of us like vanilla and some of us like chocolate.” The ice cream metaphor can easily be applied to wine.
So how do you handle it when you are standing in front of a winemaker/grower or winery owner or any other wine industry professional when you taste something that is not your favorite? That part is OK, but communicate with a level of respect for the effort that went into the production. I find it is best to let them know
the wine is well-made but perhaps not what we prefer. Few wines are poorly made, more times than not the winemaker has made some choices in producing his wine that fit better for the business model and style the winery is known for.
As wine “pros” we want as many consumers to come and try the wines we carry as possible. The basic etiquette of wine, which includes making a purchase when tasting for free, allows all of us in the industry to continue to thrive and be here to host even more events that all wine consumers like to attend.
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George Balling is co-owner with his wife, Mary Lancaster, of the dinner party, a wine and gift shop in Coeur d’Alene by Costco. The dinner party has won the award for best wine shop in North Idaho twice, including for 2018. George is also published in several other publications around the country. After working in wineries in California and judging many wine competitions, he moved to Coeur d’Alene with Mary more than 10 years ago to open the shop. You can also follow us on Facebook at facebook.com/#!/dinnerpartyshop.