Posted: 8/13/2007 7:24:56 PM EDT
[#23]
Wine franchises demystify wine drinking and buying
06:58 AM PDT on Monday, August 13, 2007
By DANA TIMS, The Oregonian
BEAVERTON, Ore. -- Most of the considerable attention lavished upon Oregon's fast-growing wine industry over the past decade has focused on who is producing which varieties of grapes and where.
But a corresponding increase in wine consumption in the state -- for the first time consumer preferences for wine are now neck-and-neck with beer -- is shifting some of that attention toward the new-found retail gold mine represented not just by Oregon wine, but by wine sales in Oregon.
Nowhere is that trend more evident than inside WineStyles and Vino 100 -- nationally franchised wine stores that are both flourishing in a state featuring more than 350 wineries and nearly twice as many commercial vineyards.
What's more, the stores are garnering praise from wine-industry leaders, who credit them with helping cultivate the next generation of wine aficionados.
"They are knocking down barriers that will help get beginning wine drinkers who want to be educated," said noted Oregon winemaker Joe Dobbes. "In the long run, that will be an incredible benefit for the entire industry."
Both WineStyles and Vino 100 employ similar business models, aimed at simplifying the wine-buying process and erasing any trace of snobbery long associated with the beverage.
At WineStyles in Beaverton, for instance, owner Sandey Church groups her wines not by varietals or region, but by color and flavor descriptors such as crisp, silky, rich and bold. And, like Vino 100 near the Streets of Tanasbourne shopping complex in Hillsboro, she guarantees that customers will find most wines priced from $10 to $25.
"Everyday wine is not a $40 bottle of pinot noir," said Church, who nonetheless stocks a few for customers interested in bolstering their cellars or seeking a special gift. "It's just not."
The store's interior, in keeping with the other 176 WineStyles franchises nationwide, is modeled after an old-world wine cellar. Bottle-stuffed alcoves along the walls are topped by Gothic arches, while a low-level lighting scheme helps re-create a vault-room atmosphere of hushed intimacy.
Tables in the middle of the store are covered with accessories and gifts. A tasting room at the back contains four small tables, each surrounded by three comfortable stools. Overstuffed chairs are tucked against sage-green walls, with sculptures and paintings produced by local artists as backdrops.
Church's hopes of serving as a "Starbucks after dark" appear to be playing out nicely. She offers live music Friday nights, twice-a-week tastings and even a Bunco-dice game night, which has gained enough popularity that it now jams the store.
"The whole concept is to take the intimidation factor out of wine and simply make this a fun place to meet other people," said Church, who opened her doors in February after logging two decades as a private-college administrator. "So far, things couldn't be working out better."
Church eyed several other types of franchises before signing on with WineStyles. Those included Subway, the country's top-earning franchise of any sort for the past decade, along with UPS Stores and even a gourmet peanut butter sandwich franchise.
"I wanted whatever I did to include people and be fun," she said. "In the end, I decided that wine is really all about both."
At Vino 100, co-owner Megan Markel also dispenses with wine-speak terminology in an effort to demystify the wine-buying process. Small tags beside each bottle use a scale of "fruity to dry" and "light-bodied to full-bodied" to tell customers what they can expect.
Red and white wines are displayed separately in classic wooden bins. The reds, for instance, start with a sweet Israeli wine that Markel laughingly refers to as "a red wine on training wheels." They end with a dense petit sirah that Markel calls a "tannic monster."
Most people who come into the store, she said, are beginning- to intermediate-level wine-drinkers. Few are serious enough to have their own wine cellars. The bulk are women, ages 35 to 65, although Markel has noticed a growing number of younger women frequenting the store.
"And they know their wines," she said of the latter group. "It's obvious they've been doing their homework."
Markel, who owns the store with her sister, Paige Easterday, and their parents, Bob and Karen Markel, hopes to find new customers by tapping into the hypergrowth reshaping much of Hillsboro. The area's first Whole Foods grocery store is going in nearby, while nonstop construction on hundreds of new townhouses is visible from her front window.
She, like Church at WineStyles, is quick to acknowledge that people can walk into any grocery store and grab a bottle of decent wine. The key to their respective successes, Markel said, will be in creating an experience that customers will want to revisit.
"We need to make it fun," said Markel, whose "Wining Women" tasting night attracted more than 90 women recently. "If we can keep things fun and affordable, we think the rest will take care of itself."
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