Wines by the Glass
Sunday, December 16th, 2007It seems to be official. Wine drinkers everywhere are demanding more from wine these days; better selection, better value and importantly better taste and balance. But as is the case with local and sumptously prepared seafood, meat and produce, many of us now are interested in the provenance and authenticity of the wines we are choosing to drink. In fact, recent reports predict an increase in demand of 17% for better quality wine (Harpers, 2/11/05).
So how does this affect our local restaurants and pubs? An important challenge facing restaurants and pubs is encouraging people to try exciting regional wines, and to provide wine by the glass.
To find out more about what we as customers and what restaurateurs both think and desire, we informally elicited thoughts from the trade and selected customers. We then spoke to Michael Palij (MP) (MW), one of just 250 Masters of Wine worldwide, to give us more insight into the “Wine by the Glass Challenge”. Please be warned that Michael is known for his straight talking ways and potent comments! Interview held by Antoinette Milne (AM)of Sensuous Wine Merchants.
am: Michael, firstly, in your opinion, are we demanding more from wine when we go out or are we satisfied to only have a Chardonnay or Cabernet Sauvignon on offer by the glass?
MP: Let’s start at the beginning. Most restaurateurs come into the industry, naturally enough, from a food background. Many go on to make the mistaken assumption that expertise in the kitchen translates to skill in the cellar. They put wines on by the glass that they know and drink. Which, if you think about it, is as ridiculous as my opening a restaurant and taking over the pans.
Wine is a complex subject and assembling a wine list a difficult task. Even for an expert the choice is daunting. So, to answer your question, the proliferation of Chardonnay and Cabernet is a result of short cut decision making all ‘round. The owner knows they’ll sell and has neither time nor staff (nor, in many cases, the interest) to select or promote a more challenging range. In the absence of any guidance the consumer, also bedazzled, goes back to what he or she knows to be reliable.
am: Many people often feel unsure about ordering wine by the glass because they think they either may not like it and/or they wonder how long the bottle has been open. What do you believe are the best ways for restaurants & pubs to encourage experimentation with different wines by the glass?
MP: You are absolutely right about these fears and it goes back to what I’ve been saying. Communication is key. There are dozens of ways to make the customer understand what’s in the glass – and I’ll come on to those later - but it starts with the proprietor. If he or she doesn’t understand the wines, what chance do the staff or customers have? When I do restaurant training I am amazed how few restaurateurs actually let their staff either eat the food on the menu or taste the wines by the glass. There is virtually zero training and most wait staff are paid the minimum wage. Is it any wonder there is no interaction with the consumer? And it really doesn’t need to be that way, just have a look at France, Italy or even America. Most wine suppliers will conduct the staff training for free and what does it cost to make a couple of dishes once a week and pass them around at meal time?
am: Many restaurants rely on support and guidance from their suppliers. What kind of support should restaurants be getting from their wine merchants/suppliers?
MP: Suppliers should be seen as a vital cog in the sales machine. If you, as the proprietor, don’t know anything about wine, the first thing you should do is admit it to yourself. There is no shame in not knowing – the shame comes from pretending you do. The second thing is ask your wine supplier to take over that responsibility. A good supplier should do the folowing:
• print the wine list (arranged by price, or origin, or grape, or style)
• offer ancillary support such as ice buckets, corkscrews, etc.
• write tasting notes
• manufacture tent cards or blackboards
• offer food and wine matching suggestions
• take back unsold stock when the list changes
• offer monthly training for staff
• provide a selection of house wines that rotate monthly
• design a wine tasting by the glass to go with a degustation menu
All of these will make the consumer more likely to experiment and take a chance on something they don’t know. The best thing about wines by the glass is the opportunity to experiment.
am: Michael, as an Italian specialist, which Italian wines would you recommend currently as being interesting wines to have by the glass and why?
MP: Italian wine is normally high in both tannins and acidity which make the wines more difficult to appreciate on their own but absolutely ideal with food. This is an extremely important point and one that is often forgotten. Wines that taste good on their own seldom have the necessary structure to parry the myriad of flavours, textures and cooking techniques that appear throughout a meal. Italian wines are custom-built for this and are perfect by the glass as the diner can choose the ideal wine for each course. Look for white grapes such as Greco, Arneis and Verdicchio and red grapes such as Sangiovese, Dolcetto and Aglianico.
am: What important trends do you see that will further challenge restaurant & pub wine by the glass offerings for the future?
MP: The challenge facing every business is the same: increase the number of customers and increase the average spend. Few restaurants, however, really understand what it is people want when they dine out. The increasing popularity of chain restaurants is testimony to the fact that diners may not be hugely knowledgeable about food and wine but they are certainly not stupid. Why spend £20 on a steak, dressed with a pre-prepared sauce and served by indifferent staff when you can get more or less the same thing for half the price? Restaurants must find a competitive edge if they are to flourish and I am convinced that wine service in general, and wines by the glass in particular, is critically important to profitability and customer satisfaction.
am: Have you any final words for restaurant & pub customers when considering which wine to have by the glass?
MP: Go on, experiment! Ask the staff – if they don’t know then ask them to find out. It’s only through this kind of pressure that the wine by the glass culture will start to change. So don’t be afraid to ask questions. There is so much snobbery associated with wine consumption that many people feel like they ought to know. Utter rubbish! Why should you know? Certainly not as a result of any educational campaign launched by the majority of restaurants.
am: And final words for the restaurants & pubs that work hard to please their customers all round when it comes to wines by the glass?
MP: Take wine seriously and if you don’t understand it then draft in an expert. You wouldn’t do your own plumbing, would you?
Most customers don’t know a bad wine when they taste it but amost everyone recognises a good one. Don’t just buy on price – keep them coming back for more.
Michael was born in Toronto, Canada and emigrated to the UK in 1989. He was admitted to the Institute of Masters of Wine in 1995, winning the J. Sainsbury award for best dissertation in the MW examination. Michael writes for wine publications such as Decanter and Harpers Wine & Spirit Journal as well as contributing to the Italian sections of, Which? Wine Guide and the DK Guide to Wines of the World. He teaches Wine & Spirit Education Trust courses in the U.K., Ireland, Spain and Norway.
Article written and edited by Antoinette Milne (Sensuous Wines) and Tony Kluge (editor).