Stealth Tastings

Yesterday we went "stealth tasting" to four Virginia wineries.  Two wineries were new and two were well-established.  Our goal was to review the customer service side and not so much of the wine side. So if you're looking for wine reviews, you'll need to check out other Virginia wine blogs.  Criteria was simply for the tasting room property evaluation.  Comfort, cleanliness and knowledge.  


Anyone can greet a customer, but if there is no interaction after the greeting there is an unwelcome feeling, almost to the point of interrupting some one. All four wineries greeted us, but only two continued to engaged with us while they were serving others to make us feel welcome.  The two that did  not engage were newer wineries.  


It's important for the server to ask questions so they know what type of wine to focus on and encourage purchase.  Only two of the four wineries asked questions of us, something I try to initiate by saying something like, "I don't know if I like the Chardonnay or the Viognier".  When I get no response from the server, they're preoccupied, don't want to be there, and are not committed to the winery.  Again the two passing the test were the well established wineries.


Also have your servers take their time.  Even people waiting want to be served in a friendly manner.  Rushing customers even on busy days, is not good customer service.  Treat the customer in front of you like they are the only one there.  That being said, don't IGNORE other customers.  


All four wineries offered other retail items.  Your guests might not notice they are available.  Be sure to point the retail items out or place a note on the tasting sheet.  One of the wineries displayed a large amount of non-wine related items in the retail section.  Selling non-wine related items in a tasting room cheapens the experience.  


Tasting sheets - here's my biggest pet peeve in tasting rooms.  Who is your market?  If you didn't answer everyone you need to start back at GO and do not collect the $200.  If fonts are fancy or are too small, you are only targeting the audience with good vision. Make sure your font is not smaller that 12pt and printed on white paper. Be practical when creating your tasting sheet.  Your tasting notes at a minimum, should name the wine and the year and include a brief description of the color, aroma and flavor.  Don't forget to include the price.  If customers have to ask, then they more apt not to purchase. If it's going to take you more time to print and cut into strips, you might consider using an entire sheet of paper and include valuable information about the winery, menu items or upcoming events. Your winery name and contact information should be on the tasting sheet along with hours of operation and most importantly, the tasting fee.


Three of the wineries passed the cleanliness test.  The first place I stop is the restroom.  It MUST be clean.  I can understand on busy days this is often hard to maintain.  To better serve your customers, have your employees check the facilities for soap and paper products when they head to their break. Beyond the clean of the restroom, counters and floors need to be swept.  No wine related items should be in the customers view.  One tasting room has a very large amount of dirt on the floor and it was obvious.  Take a moment between pours and quickly sweep up the larger amounts of dirt. Customers understand if your on a dirt drive with a dirt parking lot. And speaking of...


If you cannot maintain your drive to your business on your own property, be prepared for some liability.  Flat tires, twisted ankles, yes, you are responsible.  


Most folks go wine tasting for the experience.  Teach your staff to multi-task.  Make sure your tasting room is serving A+ customer service.  Please contact me, if you would like me to evaluate your tasting room.