Good wine merchants were once for me a wasted opportunity. I would show up, ask for a recommendation, and vanish into the ether with my bottle. These one-night stands continued until I realized that the best wine shops have a surplus of passionate, trustworthy people who want to be your vinous confidant.
Smart wine consumers therefore need to find themselves what I call a “wine spouse.” Like a workplace wife or husband who provides comfort and guidance at the office, a wine spouse is a knowledgeable, helpful salesperson with whom you engage in an ongoing relationship. A wine spouse is there to gain an understanding of your likes and dislikes, helping to nurture a growing passion for wine.
But how do you recognize a good one?
PERSONAL RAPPORT:
Start a conversation with a sales associate. Is that person patient and easy to converse with? Are they a good match for your level of wine knowledge? Do they listen?
SINCERE PASSION FOR WINE:
Are they enthusiastic about wine beyond the transaction at hand? Have they visited major wine regions? Are they studying for or have they received an advanced certification, such as a Certified Specialist of Wine or Wine & Spirit Education Trust diploma?
LONGEVITY:
How long have they worked for the store and generally in wine sales? Are they making wine a career? A good wine spouse will be there for you in the long term.
THE DOWNSELL:
Do they happily try to persuade you to spend less? If so, this is another sign that they are genuine and that they have the long view in mind.
TASTE:
Are their preferences similar to yours? If you have an interest in high-powered Californian Zinfandel or svelte Loire reds, is that something that they share or at least can relate to?
SCORES:
Are they obsessed with numerical ratings, quoting digits like a track coach, or does your would-be partner-in-wine think for themself?