The Skurnik Files: How Back Labels Can Make You A Smarter Shopper

Last week, I wrote of my experience at the Grand Portfolio Tasting presented by Skurnik Wines & Spirits. That event spurred a ton of thoughts on how I can help you, my fellow beverage consumer and today I guide you in a direction that I think most shoppers take for granted.

Skurnik, along with other suppliers, distributors, and importers, sell their products to your favorite wine shops and beverage depots across the country. Depending on the retailer you give your hard-earned money to, you could be speaking to salespeople at a specialty shop to help guide you or you are left to your own devices at a big box store, based on the level of knowledge and experience of the employees. No matter the type of store you frequent, there is always one way to help yourself get an idea of what you might like.

Take a look at the back label of that bottle

The front label of a wine bottle or whiskey bottle is always the sexy, magnetic way of drawing you into the product. It is what is displayed on the shelves, and a lot of times there are some great pieces of information to help you get an idea of what is inside those bottles. There are names of grape varieties, a wine region shown, vineyard names, village names (often in French wines), whiskey age statements, and flavors of a vodka just to name a few examples.

However, on the back is where we find the names of the suppliers. A lot of times, the web sites are listed so you can see their whole portfolio. A supplier may be heavy in Old World/European wines (like Skurnik), almost exclusively Italian (Dark Star Imports), or into South American wine, lesser-known California wines and sake (Vine Connections). Click on any of those links, and you will get stories on individual producers and their products available. You can read about the company's philosophy. Maybe you share the love of organic wines that a supplier is focused on. Or perhaps you see a supplier focused on aged rums (which you might be able to add to your personal collection of aged rums). While each product may not be available in each state, you can oftentimes approach your retailer to see if they can order you anything of interest...and your order typically arrives in 1-2 days if the supplier has the products in stock.

So if, for example, it turns out you really like Skurnik's La Colombina Brunello di Montalcino, you may end up liking Skurnik's Brunello from the producer Mocali. Even if the style is different, it should still taste good. You liked the Mocali? Try their Rosso di Montalcino or the Brunello Riserva. This is how you can develop a personal flavor profile. A high-quality supplier is carefully screening what will do well in the U.S. market or individual states, and when a wine makes it into the portfolio, it will almost always be worth trying if the wine is a style that intrigues you. I like those odds.

You might also see a wine region you never saw before. Google "Salice Salentino". You will discover that Negroamaro is a grape used in this Italian region's red wines. Check out Negroamaro and you'll find descriptions that might mirror Cabernet Sauvignon. If you are a Cabernet Sauvignon fan, chances are you might like wines of Salice Salentino.

Three wines from Central Italy, all from different producers, subregions, and importers. Lots of good data to help you, including web sites for further research.

William Grant & Sons is a supplier of the best-selling single malt Scotch whisky, Glenfiddich. If you are a fan of Glenfiddich 12 Year, perhaps you want to try the 12 Year example from Balvenie distillery, which is also in the William Grant portfolio.

Provide your feedback to your retailer. The wine manager is going to meet with representatives of these suppliers, so your favorable reviews or harsh criticisms help make future decisions on what you will encounter on the shelves. A little research and dialogue go a long way in helping you figure out smart ways to branch out, all while sticking with a style that your prefer.

So flip that bottle around every now and then. You never know what kick-ass bottle you will discover next.

Why You Should Attend A Gigantic Tasting Event

In this business, I spend the majority of my time promoting events for the Divine Wine Emporium. I love doing it, because we do some great things at the shop with classroom "Wine 101" courses, guest speakers, and wine and music events. Combining education with enjoyment is important to me; getting customers to share my excitement for these events gives me great personal satisfaction.

Of course, it is also fun to attend an industry event outside of the store, which for me takes a little planning and coordination to make happen. So for a full day, I was able to dump all parenting responsibilities to my loving wife and get out for one such event with Skurnik Wines & Spirits.

Image credit: Skurnik Wines & Spirits

A quick summary/tangent about the way alcohol is sold in the U.S. (skip this paragraph if you already know or just don't care): The United States is set up in a three-tiered model of selling alcoholic beverages, meaning the beverage producer (or producer's importer if coming from abroad) sells their product to a wholesaler or distributor. The wholesaler then sells to retailers. Retailers sell to you, either from their stores or their restaurants and bars. There are some ways to go directly from producer to consumer (through wine clubs, for example), but each individual state has its own rules for shipping, taxation, and other aspects of sale. I'll stop here, because we can easily go down a rabbit hole with this topic.

Yes...this is a Barbie doll in a prosciutto dress. Image credit: Skurnik Wines & Spirits

Skurnik Wines & Spirits is a tremendous importer and distributor of fine wines and distilled beverages with headquarters in New York City. Not only does the company sell its products to retail stores (like the Divine Wine Emporium) and restaurants throughout New York, New Jersey, and Connecticut, but they are a nationwide importer of wines and spirits. Additionally, Skurnik will be opening up distribution in California beginning May 1st. On March 7th, the company celebrated its 30th anniversary with a Grand Portfolio Tasting, showcasing over 1,000 products on 140 tables at the Metropolitan Pavilion. There were dozens of winemakers to talk to and learn from, a bartender mixing cocktails with the spirits on-hand, and prosciutto-clad Barbie dolls.

Now, this particular event was set up strictly for retailers, but there are other opportunities for consumers to go to these large-scale events. I could give you plenty of advice in this regard, but I have to say that my friend the Passionate Foodie has a detailed list on how to attack these types of tastings. There are hundreds of alcoholic beverages on display and you want to get through it without overwhelming yourself or needing to be stuffed into a wheelbarrow and rolled out the door.

So why should you do this? I have three reasons.

You will taste something you would never think to try otherwise on your own.

See this? Can't understand it? Who cares! It's delicious, especially if you like rosé wine.

And this is a great thing. The statement above, after all, is my job! So if I can't be your guide, take what amounts to a self-guided tour of the world. Having the house Chardonnay or California red blend on-hand in your cellar/wine fridge at all times is good...you need that. But at these events, it's an opportunity to get to know a new grape like Verdicchio or Marselan. Explore Austria or some lesser-known corner of Washington state. I promise that you will discover something you never knew you would like.

It will get you out of a rut.

This applies to both the consumer and the trade. For the consumer, it will snap you out of being too comfortable in tasting the same things over and over again. You like Chardonnay? Try a Soave Classico. Like Pinot Noir? Venture into Gamay. Love Scotch? Try a Bourbon. You get the idea.

For the retailers, it can be too easy to purchase the same thing repeatedly. Yes, it's good for business if you are making money selling high volumes of the same product, but customers also want variety and turnover. Spice up the wine list with a Sherry or Port. Get a Chinon Rosé on your shelf.

You may have to step up your self-education and research skills, but so what? It will be a refreshing experience for all involved. 

You meet awesome people in the industry.

Eric de Saint-Victor, owner of Château de Pibarnon and terrific human being! Image credit: Skurnik Wines & Spirits

A lot of folks who work in the wine and spirits business are a lot of fun to talk to. Winemakers and Master Distiller types are often scattered among the tables. As a consumer and a tradesperson, you can learn about the philosophies for creating their desired styles of beverages. They are extremely passionate about what they do and love to pour you samples. If you are in the trade, you get to talk to others who are wine directors and buyers; get to know what's working for them in their part of the country and maybe you can apply it to where you are, too. Sure, everyone is going to theoretically be a competitor, but if LeBron James and Carmelo Anthony can hang out and practice together, you can hang with a fellow wine buyer. 

There is much more to speak of as a result of this event. I tasted some outstanding wines and spirits and YOU need to know about them. Be on the lookout for more posts inspired by the Skurnik tasting!