A common phrase in the wine trade is "hand-sell," connoting a product that doesn't "sell itself" by reputation, but instead requires an extra effort on the retailer's or waitstaff's part.
As Tana Wold, wine buyer for the three Eden Prairie municipal stores, puts it: "Hand-selling wine to a customer is an art. You must fully understand what your customer is looking for so that you can 'wow' them with a unique suggestion. I love when a customer comes back and says, 'I love what you gave me last week. Can you suggest something else?' "
Pam Johnson of the Little Wine Shoppe in St. Paul agreed. "It's my favorite part of the wine business, finding that beautiful wine for the occasion, be it dinner, sipping on the patio or celebrating a special event" and sharing it with customers.
This, by the way, is how I do most of my wine shopping, asking retailers I trust which wines have surprised and/or delighted them of late, where they're seeing the best value.
In a metro area packed with savvy wine-mongers, it was easy to find nine who could answer this question: "What under $20 wine do you particularly enjoy 'hand-selling,' convincing customers that this is something they need to try?"
One of these folks, Bill Fillmore of Richfield Liquors, had a tough time choosing just one, so he went with three wines that he said were food-friendly and ideal for summer: Piattelli Malbec ($12.98, "makes any food taste good"), Sella & Mosca Cannonau di Sardegna ($14.99) and Cune Rioja Crianza ($12.99, "nice for BBQ").
Johnson also passed along three recommendations: "Domaine Sainte Léocadie's white wine [$10.99], a blend of marsanne, vermentino and muscat, hails from the Minervois region of southern France. Their winery's red [$10.99] from that region, a blend of grenache and syrah, is still stomped by foot, beginning the natural fermentation process. Scaia Rosato [$13.99] from Veneto, Italy, is a delicious rosé of the rondinella grape that sports a glass cork (don't use a corkscrew), with strawberry, pomegranate and raspberry [notes] and a refreshing finish."
Wold called the Cracklin' Savie Sparkling Sauvignon Blanc ($18.99) from New Zealand's Marlborough region "a fun wine to sell since most customers have never seen or tried a sparkling sauvignon blanc. This wine is pure fun: bright fruit aromas with a crisp, medium body, and throw in some bubbles to put it over the top. A perfect crowd-pleaser."