Time and time again I’m amazed how effective the most basic “system” in wine sales truly is.

Tell people what you’re going to pour for them.
Pour it for them.
Tell people what you poured for them.

It’s a simple derivative of a common pattern in communications, but it’s surprising how often it’s not done. Wines that get poured in silence. Wines that get dropped off for the buyer to taste later. A case of wine that gets run through in five minutes.

Wine sales is about communication and telling a story, and therefore it’s important to tell people about the wine before they try it. Cover all the basics: variety, location, vintage. Slow down the conversation. Learn to tell a story.

This seems basic but as I said, it’s rarely done.