Unit 8 serve wine-

WINE KNOWLEDGE
D1.HBS.CL5.15
Slide 1DEDY WIJAYANTO
DEDY WIJAYANTO

Tujuan Pembelajaran
 Mengembangkan pengetahuan
wine
 Menyimpan dan menyajikan
wines
 Melakukan penilaian sensoris
wine
 Menyediakan saran ke pelanggan
 Menyajikan wine

Element 1:
Develop wine knowledge

WINE
 Wine is defined as the naturally produced
beverage made from the fermented juice of
grapes
 Wine is a major aspect of beverage service
and is routinely served to complement a lunch
or evening meal

Varietal or generic table wines
Sparkling wine
Fortified wine
Rice wine
Wine style

 Varietal’ wines are wines made from one
grape variety
 The name of this grape appears on the
label of the bottle
 The wine must be made from a minimum
85% of that stated variety
Type of Wine

‘Generic’ is the term used to describe wines
are made to a style, usually naming a
European location as its origin.
 What generic wines?
Generic wines

Generic white wines include:
 Chablis
 Hock
 Moselle
 Sauternes
 White Burgundy
Generic White Wines

Generic red wines include:
 Burgundy
 Claret
Generic Red wines

 The word ‘Champagne’ is now legally
reserved for sparkling wine produced from
the Champagne region in France
 Where produced in other parts of the world,
it is correctly now known as ‘sparkling wine’
Champagne / sparking wines

Styles
 Non-vintage (N.V.)
 Vintage
 Rosé
 Crémant
 Blanc de blancs
 Blanc de Noirs

Fortified wines are base wines which are
strengthened or ‘fortified’ by the addition of
grape spirit or brandy.
The addition of the grape spirit:
 Stops fermentation
 Increases alcoholic strength
 Adds sweetness
 Imparts keeping qualities
 Provides the brandy character
Fortified wines

Types of fortified wines
• Sherry
• Vermouth
• Port
• Muscat
• Tokay
• Madeira
Fortified wines

 Rice wine is an
alcoholic beverage
made from rice
 Rice wine typically
has a higher alcohol
content
 Rice wine is much
used in Chinese
cuisine and in other
Asian cuisines
Rice wines

Rice Wine
DEDY WIJAYANTO 16
 Rice wine also known as Arack in Indonesia or
Mijiu, is an alcoholic made from rice,
traditionaly consumed in Southeast Asia.
 Rice wine is made from the fermentation of rice
starch that has been made converted to sugar.
 Rice wine typicaly has an alcohol content of 18
% - 25 % ABV. Rice wine uar used in Asian
gastronomy at formal Dinners and banquet and
in cooking. They are also used in a religious
and ceremonila context

Grapes
The most significant influence on the character of a
wine is the actual berry or grape variety used.
 Grape variety refers to the type of grape
 Varietal refers to the wine made from those
grapes
Identify and differentiate between the
major grape varieties

Grapes
The structure of the grape berry can be
broken down into three major components:
 Flesh containing juice
 Skin
 Seeds
Identify and differentiate between the
major grape varieties

White grape varieties include:
 Chardonnay
 Chenin Blanc
 Riesling
 Sauvignon Blanc
 Semillon
 Traminer
Varietal wines

Red grape varieties include:
 Cabernet Sauvignon
 Malbec
 Merlot
 Pinot Noir
 Shiraz
Varietal wines

Wine growing countries
Top 10 wine producing countries in 2011
 France
 Italy
 Spain
 United States
 Argentina
DEDY WIJAYANTO 21
•China
•Australia
•South Africa
•Germany
•Portugal

Pertanyaan untuk latihan
1. Apakah definisi Wine ?
2. Ada berapa macam wine style yang anda
ketahui?
3. Apa yang dimaksud dengan Generic wine –
berikan contohnya?
4. Apakah itu Champagne?
5. Champagne/ Sparkling wine style antar lain..
6. Jelaskan Fortified wine – Contohnya?
7. Jelaskan Rice wine – Contohnya?
DEDY WIJAYANTO 22

Pertanyaan untuk latihan
8. Bagaimana struktur Grape ?
9. Sebutkan varietal white wine?
10.Sebutkan varietal red wine?
11.Sebutkan 10 negara penghasil wine terbesar
didunia?
12.Bagaimana proses produksi Wine
13.Bagaimana proses produksi Sparkling wine
DEDY WIJAYANTO 23

 What are famous wine growing
countries?
Wine growing countries

Wine growing regions
 This section will explore some of the most famous
regions for producing wine around the world
 Given that most wines on an international wine list will
feature wines from these regions, having a basic
understanding of these is helpful

France
 Champagne
 Burgundy (Bourgogne)
 Bordeaux
 Loire Valley
 Alsace

Italy
 Tuscany
 Veneto
 Albana di Romagna

United States of America
 Napa Valley
 Sonoma
 Washington State

Australia
 Hunter Valley
 Barossa Valley
 Yarra Valley
 Margaret River

Germany
 Rheinhessen
 Rheingau
South Africa
 Cape Winelands
New Zealand
 Marlborough

Production of wine
Whilst it is not essential it is often worthwhile to
understand the wine making process.
 How is wine made?

Production of wine
Basic wine production process
 Selecting and collecting grapes
 Fermentation
 ‘Cleaning’ wine
 Maturing and Bottling

Production of sparkling wine
Sparkling wines may be made using one of four options:
 Naturally carbonated wine
 Carbonated or Injection method
 Cuvee close, Charmat, Bulk or Tank method
 Transfer method

Impacts on wine production
Whilst there are quite general styles and varietals of wine,
it is not expected that all producers follow the same rules
when making them.
 What impacts wine production?
Variations in wine production

 The vine itself
 Climate
 Soil
 Canopy – leaf to fruit ratio
 Growth cycle
 Site selection
 Age of vines and orientation

Climate
 Temperature
 Sunshine
 Evaporation
 Rainfall
 Wind

Different wine production methods
 Maceration
 Cold fermentation
 Barrel fermentation
 Use of oak
 Ageing

Different wine production methods
 Malo-lactic fermentation
 Reduced alcohol wines
 Various viticulture techniques
 Alternative methods for the production of sparkling
wines

Information on labels
The easiest way to gain an immediate understanding
about a wine is to simply pick up and look at the bottle.
 What information is displayed on a bottle label?
Interpret wine labels

Information on labels
 Vineyard
 Grape variety
 Region
 Country
 Vintage
 Alcohol content
Interpret wine labels

Element 2:
Store and retrieve wines

Store and retrieve wines
Performance Criteria for this Element are:
 Develop in-house wine storage facilities
 Create floor wine displays and self-service stands
 Store wines in established wine storage facilities
 Retrieve wines for service/sale

Arrange wine storage facilities
Large quantities of wine in storage
Many hospitality organisations will carry large quantities of
wine at one time as most wines come in boxes containing
a dozen bottles.
 What are tips for storing wine?

Elements of wine storage
Quite simply wine storage facilities should include:
 Storage facilities for red, white, sparkling and fortified
wines
 Create appropriate storage conditions for each wine
classification, including suitable space, temperatures
and humidity
 Facilities to allow the cellaring of vintage wines for
future use
 Consideration of a system to store wines according to
type, vintage, style, maker or country

Requirements for establishing optimal storage
facilities
 Need for dark storage conditions
 Need for a cool environment
 Need for a consistent temperature
 Need for a correct humidity

Requirements for establishing optimal storage
facilities
 Need for sufficient stock
 Need for easy access
 Need for easy identification of bottles
 Need for security

Promoting wines
In many cases, customers will not be aware of particular
wines which they wish to purchase.
In these cases they will rely on a number of factors to help
entice them in making a decision including:
 Sales skills and promotions - provided by staff
 Promotional displays themselves – provided by visual
displays

Promoting wines
General ways to promote wines
 Wine displays
 High-profile wine stocks
 Tent cards
 Racks, shelving and bins
 Chalk boards

Promoting wines
General ways to promote wines
 Traditional wine lists
 Winemaker appearances
 Tastings
 ‘Wine of the Week’
 Personal recommendation

Promoting wines
Types of selling
 Suggestive selling
 Upselling
 Features and benefits selling
 Dual positive selling

Storing wines
Wine storage techniques
 Completion of necessary in-house documentation
to record wine storage
 Storage of red, white, sparkling and fortified
wines under correct storage conditions
 Ensuring the security and presentation of all
products
 Allow ease of access
 Monitoring wine and bottle conditions during

Storing wines
Monitoring wine and bottle conditions during storage
 Is out of light
 Unlikely to be stolen
 Unlikely to be dropped or broken
 Has minimal disruption and handling

Retrieve wines
Retrieving wines
 Completion of necessary in-house documentation to
track stock movement of wine
 Ensuring bottles are stored in either bin number, wine
list order, by region or alphabetically to ensure easier
identification
 Verifying the condition of wines
 Minimal movement and handling

Retrieve wines
Correct serving temperatures of wine
 Blush, rose and dry white wines - 8 to14ºC
 Sparkling wines and champagne - 6 to 8ºC
 Light red wine - 13ºC
 Deep red wines - 15-19ºC

Element 3:
Undertake sensory appraisal of
wines

Undertake sensory appraisal of wines
 Create the conditions for wine tasting and appraisal
 Evaluate wines by sight, taste and smell
 Identify wines by style and grape variety
 Determine wine quality and characteristics
 Identify wine faults

Undertake wine tasting
One of the best ways to be able to get a first hand
understanding of wine is to undertake a wine tasting
activity.
Create the conditions for wine
tasting

Creating favourable conditions
 Use same location
 Same time of day
 Use same glasses as used by customers
 Follow SOPs
tasting

Get wines to correct tasting temperatures
‘Optimal’ temperatures for the evaluation of wines:
 Whites – 10ºC - 12ºC
 Reds – around 16ºC
 Fortified wines – 14ºC - 18ºC
tasting

Standard Operating Procedures
 Persons involved
 Where and when
 Which wines
 Specifications
 Age of tasters
 Taking of tasting notes
 Instructions and directions from designated personnel
tasting

Prepare tasting area and equipment
 Notify participants
 Ensure availability of wine
 Prepare wines
 Ensure clean equipment
 Eliminate distractions
 Provide water and crackers
 Prepare tasting notes
tasting

Evaluate wines by sight, taste and smell
 Now that the wine tasting area has been set up, it is
now time to evaluate the wines that make up the wine
tasting
 The sequence in which wines are tasted can impact on
how they are evaluated
Evaluating wine

Appropriate order of tasting
 Taste younger wines before older wines
 Taste lighter styles before the more full-bodied ones
 Taste wines with lower alcohol content before
those with a higher alcohol content
 Taste still wines before sparkling wines
 Taste white wines before red wines
 Taste dry wines before sweet wines
Evaluating wine

Types of tastings
 Vertical tastings
 Horizontal tastings
 Blind tastings
Evaluating wine

Undertake wine tasting
The appreciation of wine can be broken down into three
different senses:
 Sight
 Smell
 Taste
Evaluating wine

Sight
The eyes are used to determine:
 Intensity and type of colour of the wine
 Clarity of the wine
 The ‘legs’ of the wine
Evaluating wine

Smell
Your sense of smell should be used in wine evaluation to
look for:
 Aroma
 Bouquet
 ‘Off’ odours
Evaluating wine

Taste
 The flavours of the wine and their intensity, harmony and
balance
 Acidity and sweetness
 The in-mouth feel or body of the wine
 The level and balance of fruit, wood, alcohol, tannin and
other characteristics
 How the wine feels in the mouth, tongue and back of the
throat
 Length, finish and aftertaste of the wine
Evaluating wine

Tasting procedures
 Looking at the wine
 Nosing the wine
 Tasting the wine
 Recording impressions
 Refreshing the palate
Evaluating wine

Wine Descriptions
 Most people do not have the good fortune to be
able to try the wines before they are purchased
and therefore they will be guided by the advice
and descriptions provided by the staff
 It is essential that staff are able to provide terms
that help customers understand the different
characteristics in reference to a wine
Discuss wine characteristics

Use of wine wheels
Assists tasters to describe the wines they are drinking and
tasting.
 Colour wheels
 Flavour wheels
 Aroma wheels
 Mouth-feel wheels
 Food and wine matches

GRAPE VARIETY CHARACTERISTICS
Riesling Pineapple
Sauvignon Blanc Asparagus
Semillon Grass
Chardonnay Cucumber
Sweet/ dessert wines Honey
Fruit flavours – White wine

Pinot Noir Strawberry
Merlot Cherry
Cabernet Sauvignon Olive
Shiraz Pepper
Fruit flavours – Red wine

Sparkling Wine Apple
Champagne Yeast
Fruit flavours – Sparkling wine / champagne

Riesling
 Floral
 Rose petal
 Citrus
 Lime
 Passionfruit
 Tropical fruit
 Aged - Toast and honey
Wine characteristics

Chardonnay
 Cucumber
 Tobacco
 Grapefruit
 Gooseberry
 Melon
 Lime
 Peach
 Rockmelon
 Fruit salad, fig, tropical fruit
 Aged - toast, honey, cashew, almond and vanilla

Pinot noir
 Truffle
 Cherry
 Blackcurrant
 Violets
 Raspberry
 Plum
 Beetroot
 Rhubarb
 Aged - earthy, leather, gamey

Merlot
 Herbaceous
 Earthy
 Leafy
 Violets
 Cherry
 Raspberry
 Plum
 Fruit cake
 Coffee
 Chocolate

Shiraz
 Herbs
 Tea leaf
 Mint
 Black pepper
 Blackberry
 Raspberry
 Coffee
 Chocolate
 Jammy
 Aged - prune, beefy/gamey, cigar box, leather

Wine Descriptions
 What other words can be used to describe wine to a
customer?
 Please refer to the extensive glossary of different terms
in the Manual

Appearance of a wine relates to hue, clarity and depth of
colour.
 What different colours do you expect to see when
looking at wines?
 What else should you look for?
Appearance descriptors

White wines
White wines should be assessed against the following
descriptors:
 Pale straw
 Straw
 Deep straw
 Yellow
 Gold

White wines
The appearance should also be examined to identify if it is:
 Brilliant
 Clear
 Opaque

Red wines
Appearance of red wines relates to the hue and depth of
colour and is rated against the following descriptive words:
 Purple
 Crimson
 Brick red
 Tawny
 Brown
 Other

Red wines
The appearance should also be examined to identify if it is:
 Opaque
 Deep
 Mid
 Pale

Determining quality of wine
 How do you determine wine quality?
 Who decides it?
 What criteria can be used to help determine quality?
 Is quality in the ‘eye of the beholder’?
Determine wine quality

Faults and flaws
 Not all wines are perfect
 Some are slightly flawed or ‘less than perfect’ while
others have problems which make them undrinkable
Identifying wine faults

Fault
 A major problem with a wine that makes it undrinkable
Flaw
 A minor problem that decreases the pleasure of
drinking the wine

Types of wine faults
 Oxidation
 Tartrates
 Cloudiness
 Corked wine
 Excessive sulphur
 Hydrogen sulphide

Monitoring wine prior to service
 Visually inspect the bottle and cap or cork
 Visually inspect wines that are opened
 Check the temperature of the wine
 Be alert to ‘off’ smells
Monitor wine quality and recognise
faults

Monitoring the room
 Watching for body language that indicates there is an
issue
 Asking the customers if they are satisfied
with their wine
 Monitoring how much wine is left in glasses
or the bottle
Monitor wine quality and recognise
faults

Element 4:
Provide advice to patrons

 Present wine list/lists to patrons
 Identify patron preferences and food that has been
ordered
 Recommend suitable wine and food combinations to
meet identified needs and preferences

 Explain choice of recommended wine and food
combinations
 Inform patrons of relevant wine production countries,
grape varieties, wine production techniques and
associated wine industry information, trends and
details
 Interpret wine medals and wine judging
methodologies

Present wine lists
Present wine lists
Once guests have been seated it is now time to present
menus and drink lists to customers.
 What activities are associated with presenting wine
lists?

Present wine lists
Explaining wine lists
Many wine lists can be quite complex leaving customers
unsure where to start looking.
It is the role of the beverage server to help identify and
explain important aspects of the wine list.
 What categories can be used in wine lists to make it
easier for customers to read?

Present wine lists
Wine list categories
Most restaurants wine lists break down into the following
categories:
 Champagne and Sparkling Wines
 White Wines
 Red Wines
 Sweet and Fortified Wines
 Digestifs (after dinner drinks)

Provide wine advice
This section will explore the different elements of wine
service that can be provided to a customer to help them
make an informed decision in regards to selecting a wine,
either to:
 Compliment a meal
 To be enjoyed on its own

A fundamental requirement when assisting customers to
buy a product is to:
 Determine their needs, wants and preferences
 Attempt to match what you have to these identified
factors
Provide wine advice

Asking questions
 Do they prefer, or are they looking for, a red or a white?
 Do they want a wine from a selected country?
 If they are looking for a white wine, do they prefer or
want a sweet or dry one?
 If they are after a red wine, do they want a full- or light-
bodied one?
 Do they have a preference for a particular grape
variety, growing region, or winery?
 How much do they wish to spend?
 What is the wine to be consumed with?
Provide wine advice

Provide wine advice
Giving general assistance
The most common form of assistance to be provided will
evolve around helping to clarify:
 Compatibility of food and wine choices
 Interpretation of wines

Advise customers on appropriate wine and food choices
Information can be gained from:
 Winemakers
 Reading wine labels
 Wine literature
 Asking others
 Conducting research
 Conducting wine tastings
Provide wine advice

WINE TYPES FOOD
White Wine White Meat: Chicken
Seafood: Fish, Salmon
Spicy Food
Pasta
Red Wine Red Meat: Beef, Lamb,
Dark White Meat: Duck, Turkey
Pasta
Sparkling Wine / Champagne Strawberries, Seafood, Fruit
Food and wine combinations

WINE TYPES FOOD
Chenin Blanc, Verdelho, Chardonnay, Riesling Salads
Chardonnay, Rosé Antipasto
Semillon, Sauvignon Blanc, Riesling Seafood
Cabernet Sauvignon, Shiraz, Chardonnay, Semillon Game
Cabernet Merlot, Cabernet Sauvignon, Shiraz,
Malbec
Red meat
Chardonnay, Chenin Blanc, Verdelho Poultry
Chardonnay, Riesling, Shiraz Pasta
Cabernet Merlot Cheese platters
Dessert wines Desserts
Food and wine combinations

Answering customer questions
Handling common wine related requests
 What are common wine related questions customers
may have?
 How should you handle the requests?
 How can you anticipate these requests?

Guidelines for answering questions
 Be honest in your responses
 Use terms and descriptions that match the customer
level of wine knowledge
 Accompany your responses with additional
information
 Don’t rush the answer
 Smile
 Provide ‘sufficient’ information
 Acknowledge when you don’t know the
answer to a question

Being proactive to guest requests
Being proactive is the best way to convey a willingness,
both verbally and non-verbally, to assist any customers
you believe have a request.
 How can you be proactive?

Explain special features
Understanding special items
Given that some wine and accompanying food will come
from a specific region, it will be the first time the customer
will try it.
 What do you need to know about these
products?
 Why is it important to know it?
 How can the information help customers?

Explain special features
Understanding special item features
 History of the wine
 Characteristics of the items
 Region of origin
 How it is made
 Any menu accompaniments that are commonly served
with the wine
 Its availability for purchase

Interpret wine medals
One very influential factor that impacts a customer’s
perception of a wine is through the awards and medals
that they have won.
 What awards are given to wines?
 How are they judged?
 What separates a good wine from a bad wine,
in terms of quality?

Wine show medals
When wines are exhibited at a wine show they are judged
for:
 Colour and clarity
 Bouquet and aroma
 Palate and overall quality

Award criteria
Each wine is judged out of 20 points:
 Colour and clarity – 3 points
 Bouquet and aroma – 7 points
 Palate and overall quality – 10 points

Medals
Medals are awarded as follows:
 Gold medal - 18.5 points and above
 Silver medal - 17.0 points to 18.4 points
 Bronze medal - 15.5 to 16.9 points

Element 5:
Serve wines

Serve wines
 Present and serve red table wines
 Present and serve white table wines
 Present and serve sparkling wines
 Present and serve fortified wine
 Serve house wines
 Respond to patron complaints about wine

Serving wine
Serving wine
Besides the service of pre-dinner drinks, common drinks
often served to accompany a meal include sparkling and
table wine.
 What is the difference between these?
 What are examples of table wine?
 How is white table wine served?
 How is red table wine served?
 How is sparkling wine served?

Select glassware
Types of glassware
 White wine glass
 Red wine glass
 Water glass
 Champagne glass
 Smaller glass - to accommodate sherry, port, sweet
wines and digestifs

Select equipment
Select appropriate glassware and equipment
 Wines and glasses
 Drink trays
 Waiter’s friend
 Ice bucket
 Service cloth
 Carafes
 Decanting equipment
 Wine baskets

Check bottle condition
Check bottle condition
 Label
 Top near the cork or screw cap
 Bottle top
 Nothing floating in the wine
 Overall condition of the bottle

Check wine temperature
Correct serving temperatures
 Red wine: 16ºC
 White wine: 2ºC – 5ºC
 Sparkling wine: 2ºC – 5ºC
 Fortified wines: room temperature

Presenting the wine
Checking the selection with customer
 Present the wine to the person who ordered the bottle
 Announce the brand name, style and vintage
 Wait for the customer to confirm it is the right product

Decant wine
Decanting wines
You should always decant a wine where experience has
shown you that wine has sediment.
 What is sediment?
 Why should it be removed?
 What types of wine are normally decanted?
 What is the procedure for decanting wines?

Open and pour wine
Open and serve wine correctly, safely and without
spillage
Discuss procedures for opening and pouring:
 White table wine
 Red table wine
 Sparkling wine
 Fortified wines

Refill glasses
Refilling glasses
Discuss procedures for opening and pouring:
 What is the purpose of refilling?
 When should glasses be refilled?
 What are the steps for refilling glasses?

Clear wine glasses and bottles
The timely clearance of both used and unused glasses is
important
 When should used glasses be cleared?
 When should unused glasses be cleared?
 What else should be cleared?

Serve after meal drinks
Fortified wines
In some cases customers may wish to have a fortified
wine at the end of a meal or to accompany a dessert.
These normally consist of:
 Port
 Muscat
 Tokay

Responding to complaints
Respond to patron complaints about wine
 Due to the very nature of wine, at times wine will not be
to the expected standard
 Given the appreciation of wine is very much a personal
thing, it is always possible that what one person sees
as grounds for a complaint, is really not a wine fault,
but simply a difference of opinions

Responding to complaints
Standard procedures
Where obvious legitimate complaints are identified, the
standard procedure is to:
 Apologise
 Replace the wine – if that is what the
customer wants, or
 Refund the purchase price

Element 6:
Maintain wine knowledge

 Implement formal and informal research to update
knowledge about wine
 Identify emerging trends in the consumption of wine
and changes in patron preferences
 Share updated wine knowledge with others

The wine industry is having an ever growing presence in
food and beverage outlets.
It is important staff can:
 Identify different wine regions, styles
and varietals
 Explain it in detail to customers
 Provide advice and suggestions

‘Product knowledge’ is at the heart of providing information
on food and beverages to customers
 What product knowledge do you need to
know?
 Where can you find this information?

Benefits of job specific knowledge
 Demonstrate professionalism
 Inform the customer of the various wines
offered in your establishment
 Explain wine styles, varietals and characteristics
 Provide background information about wines
 Promote wines
 Recommend food items to match wines
 Generally assist customers with any enquiries
in which they may have

Improve general knowledge
At a minimum, wine servers should be a sound
understanding of:
 The wines that are available from the bar
 The ways they can be served – by the bottle, glass,
carafe ...
 The brand names and types of table wines,
sparkling wines and fortified wines available

Improve general knowledge
 Information about individual wines
 Prices
 Knowledge about matching wine to menu items
 Glassware for the service of all drinks
 How to present and pour wine

Sources of wine information
Organisational sources
 Wine lists
 Taste the products
 Experienced staff
 Operational manuals
 Policies and procedures manuals

Organisational sources
 Information found on the bottle itself
 Doing a tour of the wine storage area or
a wine shop
 Workplace observations
 Own experiences
LABEL

External sources
 Trade magazines
 Feature newspaper articles
 Television programs
 Food and beverage reference books
 Internet
 Wine and food tasting events

External sources
 Trade shows
 Exhibitions
 Food and beverage festivals
 Winemakers
 Visit wineries

External sources
 Tasting notes written by others
 Sales representatives
 DVDs
 Belonging to wine clubs
 Customer opinion and feedback

Identify emerging wine trends
Ever changing trends
As a professional in the wine business you must realise
the industry is a constantly changing one and there is a
need for you to stay up-to-date with what is happening in
it.

Ways to research general wine trends
 Doing a wine course
 Subscribing to wine magazines
 Reading the wine pages of industry journals and the
general media
 Visiting wineries
 Visiting the web sites of wineries and wine merchants
 Attend wine shows and exhibitions
 Read wine books, guides and reference material

Ways to research general wine trends
 Read the tasting notes and wine labels
 Talk to others who are interested in wine
and get their opinions
 Visiting the opposition to see what is
happening there
 Tasting new wines and making your own tasting notes
 Listen to customer feedback

Identify customer wine trends
Ways to identify ‘your customer’ trends
 Talk to your customers
 Monitor your wine sales statistics
 Talk to the staff

Types of wine trends
 The consumption of wine is increasing worldwide
 The production of wine is increasing
worldwide
 There is a glut of wine in Europe
 Producers are seeking alternatives to
the traditional wines
 More countries are importing wine today
than ever before

 There is a growing demand for truth-in-labelling
 There is a growing popularity in wines from boutique
wineries
 Customers are eager to try wine made from
new grape varieties
 Wine consumers are becoming more
knowledgeable about wine and more
sophisticated in their wine choices
 Increase in wine offered by the glass

 Increase popularity of rose wines
 Increased popularity for unoaked chardonnay
instead of the oaked variety
 Wine and chocolate pairings
 Exploring new and interesting varietals
 People may drink less but are willing to pay more

Share wine information
Sharing knowledge with customers
 Tell them verbally of the information you have found
 Give them a copy of the relevant information – tasting
sheets, product information, winemakers notes
 Direct them to additional information – a website, a
magazine, the winery, a tasting

Share wine information
Sharing knowledge with staff
 Discussions in any sort of staff meetings
 Before or after service
 During breaks
 E-mail co-workers with the information you have
discovered
 Prepare a short handout
 Present it is meetings

Using wine information
Making practical use of the knowledge gained
 Add wines to your wine list
 Remove wines from your wine list
 Buy additional stocks of wines that are proving
popular
 Buy wines and cellar them for later sale
 Develop new menu items to accompany the emerging
wine trend

Using wine information
Making practical use of the knowledge gained
 Obtain point-of-sale promotional material to assist in
optimising sales of new wines
 Reducing selling prices
 Generating a new target market

Revision and Assessments
It is now time to complete any:
 Revision
 Activities
 Assessments

Finish:
Thank you!

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