Finding the Perfect Wine Merchant    By: Ed Gandia    Page 1 of 2  next >>  Finding and developing a good relationship with the right wine merchant can help you become a more knowledgeable drinker, while saving you a great deal of money in the long run. The ideal merchant can provide invaluable advice and education, help you identify great deals, and even procure a hard-to-find wine for a special occasion. Unfortunately, not every merchant is created equal. As a staunch wine consumer advocate -- and someone who has been studying and enjoying this magical beverage for over 13 years -- here are some of the guidelines I’ve used to find quality merchants, and in turn, become a more savvy and happier wine lover. -------------------------------------- Knowledgeable and Helpful Staff -------------------------------------- First, I believe in patronizing wine shops that treat their customers right. While price is definitely an important factor, I also like wine shops that have a knowledgeable staff that strives to develop relationships with their customers. And by that I mean folks that really take the time to find out more about your tastes and budget. They listen to what you say, and they make appropriate recommendations that hit the mark. I stay away from stores that push the same stuff on every customer because of distributor incentives, overstock, or just plain ignorance. While the majority of wine shops I’ve visited throughout the U.S. seem to have knowledgeable and helpful clerks, there are still too many merchants with either under-trained or sleazy staff -- folks who make blind recommendations, or who push whatever the boss is asking them to move. --------- Variety --------- Another factor to look for in a merchant is a good variety of wines. Make sure the stores where you shop not only have a good selection of value wines, but also a good variety of higher-priced wines. Even if most of what you buy falls into the $6 - $10 range -- as I do -- when you want to splurge, it’s nice to be able to buy wine from a store that won’t steer you wrong. ------------------------------------------------ Price, Discounts, Frequent Shopper Deals ------------------------------------------------ Even if most of what you buy falls in the $6 - $10 range, you still need to take price into consideration. For example, a wine shop close to where I live marks up their wine $1 to $2 higher, on average, than other local merchants. And while it may not matter on a small purchase, it could add up to a $24 difference when buying a mixed case. When you consider that their staff is not very knowledgeable or helpful, this seems to be an excessive premium. Along the same lines, make sure to inquire about the merchant’s case-purchase discount policy before you buy a case of wine. The typical discount will range from 8% - 15%, so you can save quite a bit just by picking up a few more bottles than you normally would. But make sure the case-discount program is straightforward and fair. Some stores make you jump through all kinds of hoops just to get their case discount. Another item to inquire about is their credit card policy. Some merchants in the Atlanta area, where I live, will tack on an extra 2% - 3% when you use your credit card! And when you consider that some of these stores are in counties with a higher tax rate than mine, a 10% discount can quickly erode to only 5% with all these extra hidden charges. Also, be on the lookout for stores that offer frequent shopper discounts on top of your case discount. I’m a “member” of one of these, and I love it. They don’t give you points for purchases, but they offer very attractive discounts on select wines every month, often as high as $1 or $2 off a bottle of wine. The savings can add up quickly. ------------------------------- Avoid Most Grocery Stores ------------------------------- I realize that in many states grocery stores offer a deep selection of wines at very fair prices. Some even have a full-time wine consultant that can offer valuable advice. However, throughout most of the country I’ve noticed that grocery stores seem to charge a huge premium for wine -- sometimes as high as 10% - 50% more! They’ll get you out of a bind when you’re out of juice and have guests arriving 15 minutes, but I wouldn’t buy all my wine from a store tacking on that kind of premium. ------------------------------- Adequate Climate Control ------------------------------- Watch out for wine shops with poor climate control systems. If it seems uncomfortably hot in the store during hot summer days, I wouldn’t shop there. Wine is very sensitive to heat. And while 85-degree temperatures for a couple of days won’t necessarily harm the wine, it will over time. Of course, you have no idea what conditions any wine has been exposed to during its travels to its final retail destination, even if you’re shopping in a store that stays cool 24 hours a day. But as an extra precaution (and this is more important when you buy expensive wines, since there is more at stake) try to only purchase from establishments that purposely keep their buildings cool (72 degrees or cooler) year-round. ----------------------------------- What About Wholesale Clubs? ----------------------------------- I’ve read some reports lately claiming that Costco is now the largest wine retailer in the U.S. Other discount clubs, such as Sam’s and BJ’s, also seem to move an incredible amount of wine. You can’t deny that this will probably eventually change the way wine is sold and priced. Should you buy your wine at your local wholesale club? Sure. As long as the price is right, and as long as you’re able to find what you want (variety doesn’t seem to be a problem with these clubs). But don’t expect knowledgeable staff at these places. That’s one thing you’ll be giving up in exchange for a lower price. And make sure to compare prices if you’re buying a large quantity. Clubs don’t necessarily offer a great deal on every single item. Whether you stick to one store, or spread your purchases among two or three, it pays to support merchants who are knowledgeable, helpful, and offer good value. You’ll learn more about wine, more quickly, and save a ton of money in the long run. Decide what’s more important to you, and then go out there and vote with your wallet.