Issue link: https://digital.copcomm.com/i/16170
Aureole Wine Leader F ew restaurant wine cellars have garnered more inter- national attention than Aureole Las Vegas’s wine tower. Known for its “wine angels”—trained acrobats who scale the massive tower in climbing gear—Aureole’s wine operation is run by one of the best in the business: Master Sommelier William Sherer, who won the James Beard Award in 2006 for Best Wine Service in America. Sherer and his two sommeliers sell from $2 to $3 million in wine a year. For the past couple of years, however, like many restaurants, he’s had to cut back on luxurious wines and focus on value. Much of his 2,600-bottle list consists of $80 to $100 wines that will appeal to budget-conscious businessmen. California Pinot Noirs and Cabernet Sauvignons are his bestsellers, and one of the highest-volume sellers is the Faust Cabernet for $80. There’s also warm consumer reception for Spanish wines and Argentinean Malbecs. “I call those ‘easy push’ wines,” Sherer says. “If I recommend them, people will buy.” Like many sommeliers, Sherer dreamed of making his own wine. That dream has become a reality. His label, Iberian Remix, produces Tempranillo and Albariño, two Spanish grapes Sherer loves. “These are sommelier wines—wines we like to enjoy,” he says. But on his Twitter page, Sherer also boasts that Remix is a brand that’s not pretentious and made for having fun. He believes that Albariño, especially, will be highly sought-after. “Albariño is clean and crisp, with ripe lemon fruit,” Sherer says; “consumers are catching on to it.” —Fred Minnick C M Y CM MY CY CMY K William Sherer, MS, Wine Director at Aureole Las Vegas. 2 / the tasting panel / september 2010 PHOTO: FRED MINNICK