Having traveled to wine country before, enjoying it thoroughly each time, planning another trip posed the “difficult” question: now where? We had been tossing around the idea of going to Chile, but alas, financially it was a challenging proposition. So we thought about wine regions within the U.S. that would be something different. This, and Loreen’s friend Melissa, brought us to Temecula.
Ever hear of the Temecula Valley AVA? Well, we have, but we’ve never knowingly tasted wines from Temecula and certainly don’t carry any at Café le Grand – unfortunate, since we now know some are distributed in WI. So we’re excited about the trip and thinking it could prove to be a whole new area of interest – to us and our customers. After all, that’s what wine should be… an area of interest and something of an experience. So I spent about a month contacting wineries in the area and inquiring about visiting. Certainly many of them offer tours/tastings, but when approached by a little wine shop from Wausau, WI they don’t all react the same. Some are gracious about your interest and offer you their world – a tasting, tour, visit with the owners and winemakers, etc. Some politely tell you that since they don’t have distribution in Wisconsin that you’re welcome to visit but you’re just another gullet to them- pay up or don’t come at all. I can certainly understand this mindset – perhaps more so during a tough economic time when selling wine is more important than treating trade guests to a visit when they can’t buy your wine for resale anyway… wait a second… does this sound curiously like the old “step over a dollar to pick up a penny line?” It does to me.
Granted, if we can’t purchase wine for resale at Café le Grand it essentially places us in a similar position as anyone else. However, by taking a more global – or shall I say regional – perspective on this situation maybe they should consider that even if they don’t distribute wine in Wisconsin right now, maybe they will in the future and perhaps their neighbor winery does and they should jump on the welcome wagon to hopefully promote the area as a whole. Plus, in the hope of having their neighbors wine on our shelves in Wisconsin it will bring more awareness to the area as a whole. What’s my point? We’re being treated as “trade guests” at some wineries that distribute in Wisconsin – we hope to find some fantastic wines, wines which end up in CLG for our customers. We hope to have a great experience, talk about it, write about it and promote as a wine destination. This will benefit the entire region (albeit, I’m not some national publication, but who knows). In addition, with each visit I plan on writing about them, their wines, the people, etc. You’ll see all the links to each of their wineries and this too will eventually pop up in a search engine along the way. A valuable perpetual word of mouth will be out there for everyone.
Does it sound like I’m whining about not getting trade discounts? I’m not. If it sounds like I’m surprised a small, relatively unknown wine region doesn’t take lessons from the Almighty Napa Valley, I am. The promotion of the area – the Temecula Valley AVA – as a “brand” and as a destination should be taken seriously by all parties. And when a winery says that they don’t and can’t distribute in Wisconsin for whatever reason, it tells me perhaps they’d rather people continue to never hear of them… or respond “they have wineries there?” when the owners of their local wine shop tell them where they are going to visit wineries.
Alas, I ramble. We’re looking forward to our visits and are positive some of the wine will end up on our shelves. And if we don’t bring in all the wines to CLG, don’t be surprised if you ever hear us talking about a wine from Temecula that we had at home… where we still enjoy wines that we can’t get in Wisconsin!
Thanks for your time.
Regards,
Ron