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English basics for wine sales on trade


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This is a presentation for course for non-native-speaking Sommeliers to help them polish their English

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English basics for wine sales on trade

  1. 1. English Basics for On-Trade Wine Sales Wine Educator: Julia Sevenich DWS twitter: julia7ich
  2. 2. Seminar Content • Wine descriptions – Understanding wine labels – Factors influencing style – Appetizing tasting notes • Wine and food pairing – Old rules and myths debunked – Fun and hedonistic enjoyment rules • Share the joy!
  3. 3. Understanding Wine Labels Three labelling strategies –Grape variety –Geographic origin –Fantasy name © Julia Sevenich,
  4. 4. White Wine Varietal Label Examples Riesling •apricot, peach, racy acid Sauvignon Blanc •elderflower, gooseberry, edgy acid Chardonnay •Unoaked: apple, pineapple, citrus • Oaked: butterscotch, vanilla, toast •crisp acid, full bodied © Julia Sevenich,
  5. 5. Red Wine Varietal Label Examples Pinot Noir •Red berries, forest floor, high acid, silky tannin Merlot •Plum, blackberry, low acid, fleshy tannin Cabernet Sauvignon •blackcurrant/cassis, cedar, firm tannin © Julia Sevenich,
  6. 6. White Wine Geographic Label Examples Champagne – Sparkling Sancerre – Dry, crisp, floral, light-bodied Weinviertel – Dry, racy, spicy, medium-bodied Soave Reciotto – Sweet, honey, almond, creamy © Julia Sevenich,
  7. 7. Red Wine Geographic Label Examples Beaujolais – Dry, light-bodied, fruity Rioja – Dry, medium-bodied, earthy, oaky Barolo – Dry, powerful, acid, tannic Port – Sweet, fiery fruit & tannin, fortified © Julia Sevenich,
  8. 8. Fantasy Wine Name Label Examples • Yatanarra • Grange • Mistique • Tignanello • Sperrs © Julia Sevenich,
  9. 9. Factors Affecting Style Grape Variety Climate and Place Viticulture Vinification © Julia Sevenich,
  10. 10. Climate Cool Climate • Less ripening • Lower in sugar • Higher in acid • Lower alcohol • lighter body • less tannin • citrus & red fruit Hot Climate • More time to ripen • High in sugar • Low in acid • Higher in alcohol • fuller body • more tannin • tropical & stewed fruit © Julia Sevenich,
  11. 11. CLIMATE (30th to 50th N & S) 50º N 30º N 30º S 50º S
  12. 12. Viticulture - Soil • Sand • Loam • Loess • Clay • Conglomerate • Gravel • Marine Limestone • Primary rock • Slate • Gneiss • Schist • Basalt © Julia Sevenich,
  13. 13. Vinification White Wine • White or black grapes crushed • Crushed grapes are pressed • Fermentation in vat • Juice only, no skins • (14-20 °C /2-4 weeks) • Maturation • Stainless steel or oak • Fining, filtering, bottling Red Wine • Black grapes are crushed • Maceration • Must and skins into fermentation vat • Cap submersion • (24-30 °C /1-2 weeks) • Press, then maturation in stainless steel or oak • Fining, filtering, bottling © Julia Sevenich,
  14. 14. Vinification - Fermentation • Yeast metabolizes sugar  alcohol + heat + CO2 • Wild yeast or cultured yeast • Dry or sweet? © Julia Sevenich,
  15. 15. Vinification - Options Malolactic fermentation Bacteria metabolizes malic acid to lactic acid Carbonic Maceration Intracellular fermentation that results in lower tannin. Acidification pH adjustment of must to increase acidity Chapitalization sugar adjustment of must to increase alcohol © Julia Sevenich,
  16. 16. Vinification - Options Extended Lees Contact Can lend velvety mouthfeel and complexity Oak vs. unoaked Dependent on grape variety, style and price point –Small oak barrel (new or used) –Large wooden (oak or acacia) cask © Julia Sevenich,
  17. 17. Appetizing Tasting Notes • Discover and respect your guest’s tastes • No intimidating or esoteric jargon • Wine descriptions that give your guest an understandable impression of how a wine will taste based upon their experience
  18. 18. Food and Wine Pairing © 2010 Julia Sevenich
  19. 19. Wine is just Food • Wine offers a complete range of the six taste elements: sweetness, acidity, saltiness, umami, bitterness, and pepperiness. • It supplies aroma, flavours and textures that accent those of food either through harmony or contrast. • Wine is the sauce that you drink. © 2010 Julia Sevenich
  20. 20. Consumer Fears • Intimidating wine “pros” – Over analyzing – unfamiliar and esoteric jargon • Would-be wine drinkers – Fear making a “mistake” – Embarrassed by lack of knowledge © 2010 Julia Sevenich
  21. 21. Old Rules did not consider how food was seasoned, flavoured and prepared • Red wine with red meat • White wine with fish, poultry and white meat • Never serve wine with salad © 2010 Julia Sevenich
  22. 22. Opportunities • Make it fun! • Make it hedonistic! • Be creative! © 2010 Julia Sevenich
  23. 23. Olfactory Aromas © 2010 Julia Sevenich
  24. 24. The Tongue Map Debunked © 2010 Julia Sevenich
  25. 25. 6 Basic Flavours • Sweet • Sour • Salty • Bitter • Peppery (spicy-hot) • Umami © 2010 Julia Sevenich
  26. 26. Basic Food & Wine Pairing Strategy I Similarity • Similar flavour notes in food and wine – Simply grilled or broiled chicken or fish drizzled with a little olive oil, a squeeze of lemon and some chopped fresh herbs with a clean, fresh, crisp, acidic wine with lemony and herbal aromas – A rich deep red wine and mushroom braised beef with a rich, earthy, meaty wine. © 2010 Julia Sevenich
  27. 27. Basic Food & Wine Pairing Strategy II Contrast • Opposites can attract – A rich, salty, blue cheese matched to a sweet, viscous wine – A buttery, unctuous, rich foie gras with a sweet, fragrant wine – High acid, dry, sparkling wine with smoky, salty and oily food like smoked salmon or deep-fried tempura © 2010 Julia Sevenich
  28. 28. Basic Food & Wine Pairing Strategy III • Adjusting food to go with wine –Add salt to soften tannin –A squeeze of lemon to balance with an acidic wine –Bridge ingredients with umami • Shaved Reggiano Parmigiano • Mushrooms • Dried tomatoes © 2010 Julia Sevenich
  29. 29. Body or Texture • Hearty rich, mouth-filling foods are best matched with full-bodied wines • Subtle, delicate foods with light- bodied wines © 2010 Julia Sevenich
  30. 30. Acidity • High acid foods like high acid wines © 2010 Julia Sevenich
  31. 31. Sweetness • Foods with some sweetness are best paired with wines that have a similar level of sweetness. © 2010 Julia Sevenich
  32. 32. Salt • Salty foods or dishes with soy sauce pair with wines with good acidity and a touch of sweetness. © 2010 Julia Sevenich
  33. 33. Bitterness • The bitterness of some vegetables pairs well with smooth wines that are either off-dry or full-bodied. © 2010 Julia Sevenich
  34. 34. Pepper and Chilli Spice • Pepper or chilli heat benefit from an off-dry, refreshing, fruity wine with little or no oak and low alcohol. © 2010 Julia Sevenich
  35. 35. Fat • Fatty foods like acid and or tannin. © 2010 Julia Sevenich
  36. 36. Balance © 2010 Julia Sevenich
  37. 37. A reminder! Service Temperature • Reds such as Bordeaux, Red Burgundy, Rhône: 15° - 18°C. • Light reds such as Beaujolais: 12° - 14°C. • Most dry white wines: 8° - 14°C (finer whites on the warmer side) • Champagne, sparkling, rosé and sweet wines: 6° - 10°C.
  38. 38. Restaurant Significance in Wine Appreciation • Proven to increase overall wine sales. • Customers are introduced to new wines, producers, and regions • Restaurants are ambassadors of wine and food culture • A natural environment of wine with food - advertising through taste and enjoyment! © Julia Sevenich,
  39. 39. Know your Guest! • Know the demographics of your customers • Connect and build loyalty –Events –Tastings –Social media © Julia Sevenich,
  40. 40. The Beginning of Better Communications with your Guests © Julia Sevenich,