• TASTE
Raley’ s Director of Alcohol and Beverage Curtis Mann( left) reviews the store’ s wine offerings with Tom Jones( right), one of about 30 wine stewards who work across Raley’ s stores.
tween the sub-appellations of Napa Valley, like Yountville, Oakville and St. Helena.
“ We could tell them in the weekly call,‘ OK, sell this,’” Mann says.“ Or we can give them the tools to understand the legal designations and appellations in the wine category, so they can give the customers the best price-to-value.”
Knopf points to the wine steward program as indicative of the grocer’ s larger efforts to be an industry leader and innovate for the customer’ s benefit.“ We strive to meet or exceed expectations on service,” he says,“ and this program is really a commitment to being more helpful and being an adviser when a customer wants more information … It doesn’ t just mean selling high-end wine, but understanding what the customer wants and needs.”
Tom Jones, a wine specialist at the Raley’ s store at Fair Oaks Boulevard and Howe Avenue, has been with the company for about two years and has over 25 years of experience in the food, beverage and hospitality industries. He says his role tends to be both customer service- oriented and investigative.“ The key is to really listen to the guest and find out what they like,” Jones says.“ Other beverages, too, can indicate what kind of wine they like. Do they drink their coffee black? That gives them a higher tolerance level for tannins. If they like cream and sugar in their coffee, that might mean they’ d like a pinot with lighter tannins and a little bit less alcohol. Getting to know the person and what their everyday approach to life is really indicates what kind of wine, beer or spirits person they are.”
The stewards also hold weekly educational tastings at most Raley’ s locations with wine stores, where customers try blind taste tests. These events help break down the intimidation surrounding wine, Mann says. It can dispel preconceived notions, making customers open-minded to experimentation— not a bad business strategy. Tasting events also give Raley’ s representatives insight into changing tastes among consumers.
Mann sometimes attends these tasting events, although throughout the year he is often traveling overseas to discover emerging trends, explore wine regions and seek out opportunities for Raley’ s. For instance, the cabernet and chardonnay coming out of Australia— where he visited in November—“ have lots of potential.” He brings his wife and two sons, ages 8 and 10, along on most of his travels.
Another trend Mann has observed involves an increasingly-informed consumer base. While visiting a Raley’ s location recently, he spoke with a customer who could identify the five crus of Barolo, referring to the esteemed vineyards or group of vineyards of northern Italy. Raley’ s sells a wine that is a blend of all five, and for Mann this growing knowledge has revealed another enjoyable element of his job.
“ It’ s fun talking to customers these days,” Mann says.“ They know so much.” •
Sena Christian is the managing editor for Comstock’ s. On Twitter @ SenaC- Christian or senachristian. com.
40 comstocksmag. com | December 2017