If there is one thing I have been accused of in my six years of having my own wine distribution business, it’s that I have a portfolio that caters to restaurants more than wine retail stores. I have always taken this as a wonderful compliment, though fully aware that it was not meant as one (since only retailers would complain about that!).
If you want to get your wines noticed by restaurants, the most important thing, naturally, is that the wine is really good. I am always amazed how much I hear “you always bring us great wines”. Doesn’t everyone? Every distributor I know well has great wines, but based on those comments there must be many people out there peddling plonk. The business now is just too competitive for that. Even if you can compete with bargain basement pricing, if the wine isn’t good it really doesn’t matter how cheap it is (please note I meant his solely for restaurants, retail is another beast completely). The sommelier still has to put his name behind it as one of his selections, so he needs to be proud of it.
Next, I think one has to be really passionate about the wine they are selling. There is nothing more contagious than passion. The wine might be from a great winemaker, and made really well, but if one isn’t sincerely bubbling over with excitement about it, it is just another bottle.
Everybody loves a good story. Great wine isn’t just a product, it is the culmination of mother nature being translated through the hard work of a farmer. If you can bring to life the person behind the wine, as well as the place where its grown and the passion with which the wine is made, then its hard for the buyer to not be right there with you in the vineyard, digging in the dirt and chewing on the grapes.
Sommeliers want wine that is going to compliment food. Usually this means the wines will have a certain amount of acidity to cut through the food. Wine can have big fruit, but if the wine isn’t balanced then it won’t work with their cuisine.
Sommeliers need blockbuster and trophy wines on their list for the customer who is not interested in trying anything new. That does not make their job interesting or fun though. What does make it fun is finding the perfect pairing with a certain dish. This is not as simple as just a combination of a great dish with a great glass of wine as two separate entities. It is that magic occurrence when the two work in such harmony that they elevate each other to something greater. Research the restaurant’s menu and wine list before you solicit them. That way you can suggest dishes that your wine might compliment.
Sommeliers love to be turned onto something new and in turn offer their customers something new. There is nothing more exciting than discovering a new appellation or a new style of wine made in that appellation. If the wine is well priced and goes with the food, you have a no-brainer.
Your wine must also make sense for the style of the restaurant. Do not waste a sommelier’s time. If they are French-based with some Italian wines, it makes no sense to try to show them your new Spanish book.
Find out what price points might be missing on their wine list. The sweet spot for a wine list is usually between $40 and $100. This is a big selling point. Quite often there are a sea of wines that are great value and then a lot that are over $100 on a list. Finding something delicious that falls between those two price points can get you in the door and your wine on the list.
Everybody loves great value, and a sommelier is no different. It’s not just an inexpensive price that makes a wine good value, though. To a sommelier, it must be good value for what it is. That means that it might cost them $150 bottle, but if that is reasonable for other wines in that category, then it represents good value on their list. Their wine savvy customers will see that and appreciate them for having those values.
The source of your wine is also a great selling point. Who is the broker who found the wine for you? Maybe you import it, but was it perhaps recommended by a famous winemaker to you? If the source has a great reputation, your buyer is more likely to taste the wine assuming it is going to be great. It’s the sommelier version of The Good Housekeeping Seal of Approval!
Last but definitely not least is that there is no substitute for your reputation in the market and your relationship with the sommelier. This is a business based on relationships, pure and simple. If you have a great connection with a buyer, there is no better way to get the wine in front of them. Building a meaningful relationship takes time, perseverance, a thick skin, and patience. Bring them things that they love as well as things that you love, and the rapport will evolve into something very mutually beneficial. We are lucky to be in a business with like-minded people who we respect and with whom we share a passion. That is very rare, and we are fortunate to do what we do. Foster your buyers like you do your cellared wines. It will pay out tenfold!
