You’ve just turned out of aisle 9 tinned fruit and jams and next comes the aisle 10-wine, you want to buy a nice bottle of something to go along with Sunday lunch, so after negotiating your trolley ungracefully into position, what do you see, usually there’s about half a dozen or so people staring blankly at the rows of bottles, maybe picking one up reading the back label then putting it in their trolley only to reach back a few seconds later and put it back on the shelf. Supermarket wine aisles can be daunting to some especially those with little wine knowledge or experience who only want to find a reasonable bottle to drink with their evening meal. To others it’s just somewhere to pick up the cheapest bottle of red or white not really caring where it comes from or what it is.
Quite often I get comments like ‘had a lovely bottle of wine last night’ and when I ask what it was they shrug and say ‘don’t know but it was red’, other comments I’ve had are along the lines ‘think it was Australian or was it French, not really sure but it tasted good’ Now there’s nothing wrong with this attitude they seemed quite happy but what happens if someone generally wants to pick a nice reasonable bottle instead of blindly picking the cheapest on the shelf. Many a time I’ve tried to help by suggesting an alternative or just steering them in the right direction, sometimes they’re grateful other times I see them go straight back to their original cheapest option, maybe I will always be fighting a losing battle.
This is where supermarkets could try a lot harder to help. All of the stores split their aisles into red,white, rose and sparkling and generally a section of shelving is divided into various countries, now this is where it needs improving. Most supermarkets already have a number rating for wines ranging from dry to sweet but why not in each country section have some basic information about typical grape varieties, maybe a map showing the different wine regions. For some of the popular bestsellers have a little write up along side the bottles, this is all pretty basic stuff that would make the wine aisles a little more interesting or else you might as well have a row of bottles with blank labels.
Another little gripe of mine is the helpfulness of the assistants in the wine aisles, ok, I know that the person is not a wine expert and probably half the time doesn’t work in that particular aisle but I do expect a better response, as happened the other day to the question have you got anymore South African Chenin Blanc ‘d’nno mate, hang on a minute’ then proceeded to look in the Australian section.
Listen I know it’s a supermarket and not a wine merchant/outlet but it’s where a lot of people buy their wines. A little more thought into giving a little more general wine information would definitely add to the supermarket wine buying experience.