Don't tell me what I taste!

I mentioned recently that I will soon be starting our Mentorship programs, if you want to know more please join us by leaving your email at our waitlist – link here.

Our guest author for this edition is Sue Straight (aka ‘The Wine Wench’). Sue discusses some trends she has seen recently, and why she believes that we need to #Rethink tasting rooms. Her mantra is “Wine should be fun”, and I couldn’t agree more.

I also feel that the tasting room is THE NUMBER ONE PLACE TO GROW YOUR BRAND! Note that I said grow your brand, not 'make huge sales / profits'. In my opinion, people are focusing on the wrong thing in tasting rooms. Declining wine sales are a global problem. They are a different problem, that needs a different (set of) solution(s). Your job in the cellar door ISN’T to make people want to drink more wine. It is to build your brand, so that when people DO want to drink wine, they choose yours.

Welcome, or welcome back, to “Rethinking the Wine Industry”. This is a newsletter by the wine industry, for the wine industry. We’re now a little over 6 months old, and I was reflecting recently. I was so scared to start this project, worried that people would disagree with me so strongly. Some people do, and that’s OK – it helps to get to better solutions. Thank you all for disagreeing so respectfully. I have also found that MANY PEOPLE share my views, and people are constantly thanking me for speaking up, and giving their thoughts and opinions a voice. I’ve had such wonderful support – thank you all.

Every month I post one of my own articles, then one from somebody else in the community. Everyone who believes they have something valuable to share is very welcome to publish an article to this newsletter. Think of this as “TED for the wine industry” – Please send your article to info@hennekamwines.com to be part of this project. Let’s keep this vibrant community growing.

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Don't tell me what I taste!

I’m noticing a disturbing trend in tasting rooms (or maybe I’m just cranky).

It seems that most tasting room staffers are trained to TELL you what you will be smelling, tasting and overall experiencing in the wines, instead of ASKING you what you are experiencing in the wines. I’m often sent to tasting rooms on writing assignments and I see this all the time. This is a pet peeve of mine.

As a longtime tasting room/wine club/sales manager, professional wine writer, wine judge, etc. I KNOW what I’ll be tasting as soon as I taste it. These well-intended tasting room folks think they are doing the right thing by telling me what I’ll experience in the wines, but it just pisses me off.  You see, they are not ENGAGING me. They are TELLING INSTEAD OF SELLING. I understand that it’s probably part of their routine and they feel they can’t get away from it, but unless I specifically ask about the aromas and flavors in a wine, it comes off as patronizing when I’m told what I’m experiencing. If I feel patronized, imagine what a wine newbie feels. It could easily turn a wine newb off of wine. Wine tasters come in all experience levels.

A prime example of this overbearing sales style happened to me on a writing assignment in the Napa Valley a few years back. I walked up to the bar, said hello, quietly presented my business card (when you are industry, it’s good to be subtle and appreciative of any special offers, pricing, etc. It’s not a given) and the show began. The tasting room host started her well-rehearsed spiel and said the exact same thing to every single guest as she worked her way down the bar – same descriptors, same little jokes, same in-your-face-this-is-what-you’re-tasting. It was redundant, unoriginal, boring and I felt a little embarrassed for her.

After she informed me of what I was tasting, I pulled her aside and explained that I was writing a piece about the winery and wines and would prefer to gather my own impressions. She was offended by this and huffed, “Well, it’s my JOB to tell people what they will be tasting. I have to do it.” No, honey, you really don’t. Try talking with your guests and create a happy memory for them instead.

Maybe I’m an anomaly, but my 40-year wine career soapbox has always been “Wine should be fun!” I’ve even been known to sing and play harmonica for my guests (In my other life, I’m a professional musician). I’ve made a lot of friends along the way.

I’m not disparaging everyone - I’ve met some unforgettable amazing, engaging tasting room folks and they sell a ton of wine. When they are working the bar, it’s their show and that’s how it should be.

OK, I’ve vented. Now, for a solution – hospitality managers, please train your staff to ask questions, gauge your visitor’s expertise level and engage them in conversation.

In the wine DTC world, there are quite a few cookie cutter techniques “guaranteed” to boost your sales and conversion rates, but it really comes down to honest engagement with every visitor. People are still people, not numbers.

You need to look at every single customer as a valued friend (not a commodity) and treat them as you would like to be treated. Period. Do this, and I predict your sales will go up.