A SOMMELIER AT THE SUPERMARKET: LARGE-SCALE DISTRIBUTION MAY BE THE NEW FRONTIER FOR WINE EXPERTS BECAUSE SUPERMARKET CLIENTS NOW BUY 60% OF ALL WINE CONSUMED

Large-scale distribution centers continue to be the prime place for even high quality wine acquisitions with the choices at supermarkets becoming increasingly vaster as well as responding to all price levels. In fact, they now reap 60% of all wine sales in Italy. But among the “cold” shelves of these large markets, clients have been left to their own devices in how to choose a bottle of wine from the enormous stock that is available. Though the price, word of mouth, or a call to a more knowledgeable friend might be somewhat helpful in deciding on a label, there is still no better advice than that which a sommelier can offer. And at this year’s Vinitaly expo (Verona, 2 to 6 April) this will be one of the issues discussed. How a sommelier could represent an important aid to consumers at supermarkets, especially for those who are not experts but would like to taste a good glass of wine.

Currently, there are a few sommeliers who work in large-scale distribution centers but they are few and far between, but it seems that supermarkets may be slowly warming to the idea that originated, in fact, from its clients. As well, with the growth of the wine culture and the image of wine, a myriad of sommelier courses have blossomed over recent years that have “produced” top level sommelier. Now, however, during these tough economic times, not all of these wine aficionados are able to find work in restaurants and wine bars, and supermarkets could be a way for them to still be able to share their expertise and remain employed. And, obviously, if the majority of wine is bought in supermarkets, then that is where the sommelier should be as well, helping the people who are buying wine.