Changing Our Wine Philosophy
When times change, you have to change with it. If you don’t, you get passed over as competition forges ahead of you. The recession has led to many people losing their jobs, or even worse, their business. Customer’s dining habits have changed. Many consumers are cutting back on the number of times they dine out each week. With the collapse of Wall Street, many restaurants that made a living on corporate expense accounts have seen a drastic reduction in spending. In some worse case scenarios, they have watched their business dry up overnight.
The upside to this quandary is, there are some incredible dining opportunities available to consumers. Pre fix menus abound, half price wine nights, small plates, and in many instances, two for ones are running rampant. Lots of radio and TV stations have programs, where you can purchase a fifty dollar gift card for twenty-five dollars. I don’t think there’s ever been a better time to be a consumer and get as much bang for your dollar as there is right now.
Not to be outdone, Varano’s Italian Restaurant has changed their wine philosophy. Throughout the last decade, wine prices have crept up. The rise in the exchange rate of the Euro hasn’t helped us, and wineries have capitalized on their ability to produce excellent wines, even in off vintages. Throw in restaurateurs jumping on the band wagon and tripling and quadrupling the cost of wines to their consumers, and you have the perfect storm in the wine industry. Let me be perfectly clear, I’m not railing on restaurateurs, if you carry a large wine list, you can have a tremendous amount of money tied up in your inventory, and there is a carrying cost associated with that. Similar to the jewelry business, the mark-up can be seen as staggering at times. Of course, this leads to some great marketing and sales events.
Like all things, what goes up, must come down. The Euro has modulated and everyone seems to be sitting on some massive amounts of wine. From producers, all the way down to restaurateurs. Where does this leave us at Varano’s? I’ll tell you, but first I want to share something that is special to me. When I travel to the southern part of Italy, one of the things that I love the most is their passion for wine. Wine isn’t a trophy, they serve it in glass pitchers, and pour it into small straight sided water glasses. It’s not about anything other than drinking the wine with your dinner. There’s no pomp or stature associated with drinking wine. I miss that and have decided to do something about it.
Here’s where it gets good, I’ve rolled back the prices on all my nice bottles of wine on our wine list. Even rare wines that I don’t have a lot of, or can’t get a lot of. I’ve decided to change our philosophy, I want our customers to be able to afford to drink whatever wine they choose. Wine is for consuming and I am committed to giving our customers the best deal I can afford. I can’t control the world market, I can’t control the Euro, and I certainly can’t control what other people charge for their wine. What I can control is what we charge for wine and what our customers pay for their wine.
Sometimes, you just want a glass of wine with your dinner, at Varano’s, we have plenty of those and sometimes, you want a great bottle of Barolo, Brunello, or a great Super Tuscan. No matter what your whim, I think you’re going to be pleasantly surprised when you see what I’ve done to our list. Come on down and enjoy your favorite wine, and don’t worry about the cost, we’ve got you covered no matter what you want to drink.
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