Having just written a check for $18000 for labels this morning, this may not be the time for me to be running my mouth on this topic, but…
There needs to be a distinction between a “tasting fee”, which is, as advertised, a payment for dropping by a winery and tasting salable wines.
And “an appointment”. Which is a more like talking to the designer of the sports car you are interested in buying and less like talking to the salesperson on the lot.
Erica covered a lot of ground regarding the conundrum small wineries have in being authentic to visitors and retaining some semblance of balance in our lives, or at least in the cellar.
…and it also makes sense that savvy consumers and in particular Berserkers would want to sample the wines before committing to purchasing(having a full cellar myself, I really do understand that it may be necessary to ward off experimental purchases).
…but, perhaps some transparency. Erica speaks of a $50 tasting fee per person. I am pretty sure that to her, charging a $50 fee seems high but necessary.
To me, a $50 tasting fee is a waste of my time and my wines. I usually open 8 bottles of wine for each appointment, unless I am doubled up and I don’t have tine for more than two per day. Wholesale value of those wines, which I can definitely sell them at, is around $180-200. If I spend an hour in an appointment-and I enjoy doing them and meeting people-well, my attorney charges me $300/hour and has practiced law half as long as I have been obsessively focused on making Pinot Noir. My electrician charges me $135/hour, my mechanic is $90(forklift mechanic is $120), and my accountant is $200.
Joe and three friends would be costing me, say $300 in wine and time, just to drop by. Meaning that I am grossing $300 on the case they walk away with($25/btl).
So I don’t charge a tasting fee. It’s not worth it. I see people, and definitely prioritize Berserkers, because it’s my belief that what is here is so special that they’re going to come and visit and not only buy wine but call or email me, after opening a bottle 2-3 years later, and have me ship them another 6-pack. (Thanks Paul!) or talk about their experience with my wines to friends, colleagues, and post things occasionally on the interwebs(thanks to many WBers!)
I do appointments because I am a wine nerd through and through and I love sharing what I do and what I see and have learned with other people who are also intrigued and passionate about terroir, and the aspects of place that change a bottle of wine from a beverage to an experience.
…but I do need to have a marker of whether the time I spend in appointments is justifiable from a business perspective andthe perspective of a man with two kids to raise and care for. And that marker tends to be whether people buy wine or not(and I just file cost of opening 8 bottles as “outreach”).
No offense Joe, but it seems to me that the “bad taste” was you getting stuck with having to “cover” the 3 bottle fee for your two less wine oriented friends? I can understand that, but I suspect that if you went to Le Bernadin with two non foodie friends, Eric Ripert would still charge the prixe fixe for the table. And please don’t suggest that Walter Scott isn’t every bit as special as Le Bernadin. They are. Just look around the Oregon threads again and see how many GREAT comments about their wines are here.
Your friends no doubt would gain a lovely experience at Walter Scott, but perhaps the solution would be to sell them on the fact that Walter Scott is one of the very best wineries in one of the best wine producing regions in the world(yes, I am a homer) and their wines are sought after and beautiful. Buying three bottles to get a view into Temperance Hill, Seven Springs, Sojourner, and Ex Novo. Four of the greatest sites in Oregon, with elevage from two ofthe smartest, most-talented, most dedicated, and god-awful hardworking people I have ever met is a cheap entrance fee. Your friends just need to know that you are taking them to the winery equivalent of Renoir’s house and not a print shop.
…the bad taste…is that you didn’t go.