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Trapped in Cocktail Land

Trapped in Cocktail Land

Dear Good Somm Bad Somm,

I work at a very hip, celebrity-packed restaurant and cocktail bar with a young clientele who couldn’t care less about wine!  I make good money and love the people I work with, but I only sell liquor.  What can I do to get these youthful, fashion-types more interested in drinking vino?

Yours,

Trapped In Cocktail Land

Good Somm

Dear Trapped In Cocktail Land

I’m surprised you find your clientele to be less open to the wonders of wine, considering the Wine Market Counsel states millennials drank 42% of all wine in the United States just 3 years ago.  Perhaps they’re like me and enjoy starting with a cocktail – or perhaps they can sense your judgement, so they are more inclined to order another round rather than being open to your suggestions.  Once they’ve primed their palate, try to use that as an opportunity to propose a wine or two based on their cocktail choice.  Your job is to make them happy, but guests – in particularly in my experience, youthful guests, are also happy to try new things as long as they feel comfortable and appreciated.    

Sincerely,

Good Somm

Bad Somm

Dear Trapped In Cocktail Land,

If you work in a trendy spot, you may not be able to sell wine without getting a little disingenuous.  Say something like:  "Beyonce was in here last week and just loved this glass of Orange Pet-Nat by Massimiliano Croci!  It was on!"  Or "You know guys, whenever Cardi B and her crew come through, they always party with Magnums of Gran Reserva Rioja!"  Try it!  You'll be pulling corks in no time, hommie.

Best,

Bad Somm

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