There are so many factors that come into play when you walk into a wine store. You may even not know yet whether you want to buy a white, rosé or red. How do you choose?
Buying a new bottle of wine is like going on a blind date. Many questions arise. Is it worth the time and money? Does the first impression carry through to the actual character of the wine? Will it match the description? Will I like it? Is it worth the money?
One way some people (even I) decide is by looking at labels. Perhaps a traditional label, with serifed fonts and dark colors and a family crest? French? Italian? A “new world wine”? Or perhaps a more modern, colorful label with funky fonts or oddly shaped labels or catchy art work?
Another way to choose walk in and not ask for help. It is easy to become intimidated by the wine steward when they ask if they can help you. You might actually tell them you are “just looking” or “I’m all set.” If you turn down help, look for hand written recommendations on the shelf. Pre-printed “shelf talkers” are placed there by the distributor or producer as a marketing tool. They may be accurate but they may also hype the bottle. A hand written shelf talker means that the workers in the that shop have actually tasted the wine and are recommending it from personal experience.
If you do accept help, tell them as much information as you can. For example, “I am going to a friend’s house and need to take a bottle.” Keep in mind that some sales people are genuinely knowledgeable and some are not. In a good shop, the clerk will tell you whether they can help you with your needs or if they need call a more knowledgeable colleague over. If it is someone knowledgeable, then tell them as clearly as you possibly can what you are looking for and tell them your budget – $10? $15? $20? And if you have tried any wines before, definitely mention which ones you liked or disliked.
Wine shopping has changed a lot also because of the internet and apps. Again, the validity / accuracy depends on the role of the reviewer. Is the reviewer benefitting from a positive review in some way? Are the reviews crowd sourced? If crowd sourced, do these people seem to know what they are talking about? Do you trust their opinion more than the local sales person?
If you know more or less what you like, are you buying based on your mood? Do you need a deep, dark wine to curl up on the couch with? Do you want something crisp and refreshing that will uplift your palate? Are you buying for the food you will be serving or expecting at a friend’s place? Are you just looking for something new and different or tried and true?
Given how many factors affect the way you shop for wine and the bottle you end up with, it is nice to know that most people are in the same boat, even if they are speaking very confidently and using “wine speak”. Don’t be intimidated, don’t over spend and be open to new experiences.
