Issue link: http://digital.copcomm.com/i/10329
OFF-PREMISE Little Shop, IBigdeas Wine Boutique does not carry the same wine as the chains and displays his—or THE TASTING PANEL’s—tasting notes. “The chains will have 200 Chardonnays, but not a single description or a clerk who can help you,” says Tinker, who works full-time as an IT recruiter and is a cycling enthusiast. W Prime Location Located on the main drag of Louisville’s fastest-growing neighborhood, Norton Commons, 4 Flights’ storefront is viewed every day by doctors, lawyers and executives for the likes of Papa John’s, UPS and UBS. Tinker estimates 65 percent of his sales come from neighborhood foot traffic. “We are getting customers right before they have dinner,” he says. “We also get a lot of people on their way to parties and recep- tions, and people like to just hang on porches and drink wine.” Creating Wine Buzz Even though his inventory would make up just one aisle at a major chain, Tinker operates like a big league wine shop. His weekly tastings have featured prominent California winemak- ers. In October, Summit Lake Vineyards showcased its Howell Mountain Zinfandel, “Emily Krestel” Cabernet Sauvignon, 2002 Reserve Zinfandel Port and Petite Syrah [yep, Summit Lake spells it with a y. —Ed.]. He also sets up seasonal tastings to coincide with local events, like the Kentucky Derby. To get people ready for summer, 4 Flights executed a wines-that-go-with-barbecue tasting. How could wine ever compete with beer in that category? “I like to broaden people’s horizons,” Tinker says. “That’s what’s fun and rewarding about this business.” 110 / the tasting panel / may 2010 Biking enthusiast Alex Tinker owns 4 Flights Wine Boutique in Norton Commons, a neighbor- hood in Louisville, Kentucky. FREEWHEELING LOUISVILLE RETAILER 4 FLIGHTS WINE BOUTIQUE WINS CUSTOMERS THE OLD-FASHIONED WAY story and photo by Fred Minnick hen it comes to competing against the liquor retail chains, wine shop owner Alex Tinker has the win- ning formula. Tinker’s Prospect, KY–based 4 Flights