Must is filtered – through a centrifuge to remove large particles not wanted in the final product A commercially prepared yeast is added to the must – to start a fermentation process that is predictable and stable Fermentation occurs under refrigeration – to control the heat generated during the fermentation process Fermentation is stopped when the wine has reached the required level of dryness or sweetness – or as the wine maker’s scientific and taste-testing observations indicate Yeast protein, skins and other residue are allowed to settle out – and the wine is pumped out to undergo a ‘fining’ (filtering) process to remove the unwanted matter generated during the fermentation process The wine is aged, sometimes in wood but often in large stainless steel tanks It is then bottled, may be bottle aged and is then sold. Making red wine Red wine can only be made from red wine grapes. The main difference between the production of red and white table wines is that in red wine production, the grape juice is allowed to spend time in contact with the grape skins to pick up colour and tannins which play critical roles in the ageing of the wine. The basics are: Grapes are harvested Grapes are crushed – and juice stays in contact with skins Winemaker determines how long juice stays on the skins Grapes pressed to extract all the and other juice may be added – many red table wines are ‘blends’ of different grape varieties Fermentation occurs Wine is filtered and stored in wood Bottled for age and then sale.
Wine displays – this involves the establishment of a significant display in the dining area featuring selected wines perhaps with various wine-related items such as glasses, wine baskets, corkscrews, wine books. The idea is to make an eye-catching display that raises the possibility in the mind of the guest of having a wine with their meal Many venues feature high-profile wine stocks that diners can browse, reading the labels, picking up the bottles etc. This relies on the concept of ‘selling by seeing’ Tent cards - cards placed on individual tables that promote wines. These can be supplied by wineries or produced in-house. They name the wine, give the selling prices for bottle, half bottle, glass, carafe etc, describe it briefly and give tasting notes Racks, shelving and bins – many venues locate their wines quite distinctly ‘on display’ in front of customers by placing them around the walls, in shelves or on the floor in bins. This uses the concept known as ‘selling by seeing’ and encourages customers to browse the available wines, pick them up, read the labels, etc Chalk boards – these can be used to feature vintage wines and specials of the week or ‘Wine Makers’ suggestions Traditional wine lists – these can be divided into various types - sparkling, reds, whites, and fortifieds and may also list dishes from the menu they would go well with
This is a technique common in the retail industry. It means that you give the customer at least two choices (hence ‘dual’), both of which are potential sales, thus being ‘positive’ in nature. Example: A customer wants an after-dinner drink. If you said “Do you want a port?” you risk losing a sale because the customer may not like port, and it is very easy, too, to refuse a closed question. However if you say “Would you like a bottle of port or liqueur?”, or “Would you like a port or a muscat?”, you are offering two options, both of them potential sales, and you stand a better chance of making a sale. The ABC of sales When selling in the wine shop, sales can be increased if the concepts underpinning the ‘ABC of Sales’ are remembered and put into practice at appropriate moments. The ABC of Sales says that sales fall into three different categories – Automatic, Bettered and Created – ABC.