Issue link: http://digital.copcomm.com/i/188061
FROM THE EDITOR contributors The Evolution of the User-Friendly Wine List A wine list is a very potent marketing tool, as many contemporary restaurateurs have discovered. And the way wines are presented can have a powerful impact on sales. Consequently there has been a dramatic change in how many wine lists are structured. PHOTO: DOUG YOUNG The wine list in a traditional upscale establishment is often presented in an ostentatious and somewhat grandiose format. This usually takes the shape of a heavy, impenetrable, oversized book. Inside, the wines are organized by country of origin. Within each country section the wines are further broken down into white and red and by varietal. It is a logical format and it does an adequate job. However, many diners find this structure to be intimidating. As a result, the customer who is unsure of his/her wine knowledge often settles on a wine that sounds familiar, whether it is appropriate or not. This format assumes a depth of knowledge that many consumers just don't have. Not every customer knows that Chianti is a medium-weight , fruity wine that goes well with chicken or pasta, while Nero d'Avola is a dark, meaty red that is best when accompanying roasts and steaks. Some restaurants solve this problem by having a wine steward or sommelier on hand to guide customers to a suitable wine and food pairing. But in the majority of establishments, those with a more casual ambience, the customer is generally left on his/her own. The welcome trend among savvy restaurateurs is to reorganize the list along more helpful lines. This is done by listing wines by style. Under headings such as "Aromatic Whites," "Crisp, Off-Dry Whites" or "Rich, Powerful Reds" customers are given useful descriptors to aid in wine selection. Some proprietors even go to the trouble of writing brief tasting notes for each wine listed. I enthusiastically endorse this approach. This user-friendly style of wine list does require more thought and more work, but it can dramatically enhance the diner's enjoyment and, as a bonus, boost wine sales. The end result of this modern form of list is an upsurge in customer loyalty and a significant increase in revenue. Joann Arruda is a freelance lifestyle and portrait photographer based in Seattle. Her work is inspired by the good things in life: beautiful places, great food, interesting people and laughing. Timothy Moriaty is a regular contributor to THE TASTING PANEL. He is former Managing Editor of Wine Enthusiast magazine and Features Editor of Chocolatier and Pastry Art & Design magazines. He is the co-author of the Grand Finales series of pastry books, the Wine Enthusiast Wine and Food Pairings Cookbook and Chocolate Passion. His most recent novel is The Geezer Elite. David Ransom has been involved in the production, promotion and marketing of wines and spirits for more than 25 years. His career in the industry started when he and his family founded New York's legendary Rivendell Winery in the 1980s. Since his first article was published in THE TASTING PANEL (January 2009), his body of work now spans print,web and radio. He can be reached at ransomwrites@gmail.com. Rick Riozza wittily titles himself the "sommelierabout-town" in his CV Weekly wine and food column: the Vino Voice where his beat is to eat, drink and cover the environs of Palm Springs, CA. A freelance writer and brand ambassador for the historic Galleano Winery, you can find him conducting wine tastings, food & wine pairing events and fun wine tutorials. 4 / the tasting panel / october 2013 TP1013_001-33.indd 4 9/23/13 10:32 PM