Taste, learn, interact, purchase…

One of the great opportunities to learn about wine is often very accessible and available at a wine store near you… in-store tastings! That said, not all in-store tastings are created equal. The best opportunities to learn and experience at a higher level are when you have the opportunity to attend a winemaker or vintner-hosted event. This gives you access to “the source” or person intimately involved in the winery’s history, its wines, terroir, and different vintages.

This format also gives you the chance to taste multiple wines from the same winery, so you can compare styles, vineyards, and vintages. Furthermore, you have the chance to get questions answered and feedback given!

I have hosted many in-store tastings in my career, and I find it fascinating to observe how people interact (or don’t). Some take the opportunity to inquire and learn more about what, where, and why.

Know that people hosting these tastings absolutely want to interact and share information and knowledge.

There is a noteworthy protocol that is important. If you are taking the opportunity to taste through all the wines offered and ask questions, it is always appreciated that you purchase something. Of course, that is assuming you enjoyed at least one of the wines offered.

All in-store tastings have the opportunity for purchasing the wines tasted. This is a key motivating factor for the winery. Discounts are usually extended for events like this as well to encourage sales. It is one of the few times you can taste a wine before purchasing, which eliminates the risk or uncertainty of whether you will enjoy the wine. Chances are, you can even get your favorite bottle signed!

I recently participated in an in-store tasting with friend and vintner Tom Mortimer of Le Cadeau Vineyards in Dundee Hills, Oregon. There were 6 different wines, mostly Pinot Noirs of different terroirs and vintages. The atmosphere was wonderful as it was a perfect combination of great wines, conversation, interesting exchanges, and friendships. One important aspect that can’t be overlooked is glassware. It was excellent. All of the above-described aspects can be diminished by wine being tasted in mediocre or bad glassware. If you see plastic cups, keep walking.