Tasting Room by Ritz-Carlton at Rubicon Estate

For many wineries, a tasting room is significant money making venture. By selling to consumers direct, they avoid significant distribution expenses and mark-ups that come with selling to distributors, wine shops and supermarkets. They also have the ability to the control quality of what ultimately reaches a consumers’ glass, as they can be assured the bottle wasn’t subject to extreme temperatures, exposure to intense light, or prolonged periods of standing that can dry-out tree bark based corks. It is also a chance to promote their wine club, share information about wines and the winery, and to sell t-shirts and golf caps.

It is also, unfortunately, creates an easy way to alienate customers. I’ve spoken with tasting room staff that knows almost nothing about wine, and heard unbelievable hyperbole that wasn’t remotely matched by the contents of my glass. I’ve also stood three people deep at some of my favorite wineries begging for a sip of sauvignon blanc, being largely (and perhaps understandably) ignored in favor of giggling coeds. The tasting room experience can easily make or break a consumer’s love affair with a particular brand.

The purpose of this posting is share a recent tasting room experience that merits Five Stars under the Drink Plonk Value Index. Our recent tasting at Rubicon Estate was hosted by Sean Green. This experience enhanced my interest in the wines, and the winery, and followed these simple guidelines:

- Casual and friendly atmosphere in which we were treated as guests.
- Explanations were simple but not patronizing, and each also answered more technical questions about the wine once asked.
- He was happy with his work at Rubicon, and passionate about wine in general, with the ability to discuss food pairings and differences in wine styles.
- Our experience was not rushed, and he was willing to taste with us to compare notes.
- Prompt but not rushed service.
- Bread (not crackers).

Some wineries try to get by with volunteers in their tasting room, and it often shows. Sean’s first rate customer service provided a big lift to our wine tasting experience. We were already members of the wine club at Rubicon (and, admittedly, had our tasting in the club members’ room). But, we certainly purchased more wine by virtue of the goodwill generated by Sean’s Ritz-Carlton-like service. I suspect Rubicon Estate invested a few additional dollars in hiring and training. But, to have happy (and returning) customers? It sounds like good business sense to me.

Best, Joe Plonk

www.drinkplonk.com