How to Choose the Wines to Serve at a Large Event

Bryce Sanders, President

Perceptive Business Solutions Inc.

It will happen sooner or later.? If you are involved in the community and volunteer at a nonprofit, they will have a gala or a large gathering.? The event might be free or tickets might cost $250 each, but regardless of the situation, people will expect alcohol and they prefer not to pay for it.? Most people are good at picking recognizable brands of liquor, but wine can present a challenge.? Here are a few pointers to make an impact and keep the costs down.

1.????? Do not go for the cheapest option.? When someone who knows nothing about wine makes the decision, they often go for the lowest common denominator.? They might choose Jack Daniels and Johnnie Walker for the liquors, but they opt for jug wines in an attempt to save money.? Real wine fans recognize labels or can immediately tell by the taste.? They might become scotch drinkers for the night and will remember “you served cheap wine.”? This label can stick to an organization for years, hurting future ticket sales.

2.????? Chilling wine.? Generally speaking, wine loses most of its flavor when it is served cold.? When you hold an event in the summer, people expect cold drinks, especially if it is held outside.? You can buy a white wine that might not be the highest quality, but few people will notice if it is served ice cold.

3.????? Finesse does not fit here.? You might think fine wine fans drink fine wine all the time.? You have heard the expression “Life is too short to drink cheap wine.”? That quote is incorrect because it should be “Life is too short to drink bad wine.”? Good wine can be inexpensive.? You want to serve wines that are uncomplicated, wines that do not require a lot of thought.? Why?? Because the subtle aromas you might enjoy sitting around a candle lit table get lost when you are at a crowded event, possibly drinking from a plastic glass.? There are too many distractions.? You simply want wine that tastes good.

4.????? The virtues of lower alcohol wines.? Years ago, table wines (like Bordeaux) clocked in around 11-12% alcohol by volume (ABV).? Today, some California Cabernets can be 14% and Zinfandels might be up around 16%.? This can be a problem if people are getting into their cars and driving home.? The Portuguese wine Vinho Verde and German Rieslings can be as low as 8% to 9%?ABV.? The ABV is printed on the label.? These white wines can be reasonably priced and quite tasty.

5.????? An event they will talk about forever.? I have not done this but always wanted to give it a shot.? Everyone loves champagne.? Everyone knows the famous brands.? If you served sparkling wine and started off with a case of Veuve Clicquot or Moet et Chandon, it would draw a crowd and vanish in minutes!? You could follow with a less expensive sparkling wine.? Word would spread your organization served great champagne!? Months later, people might attend another event and say:? “It’s nice, but not as good as (your) event.? They served Moet champagne!”?The memory linkers and becomes a story!

6.????? Sparkling wines.? Wines with bubbles are always associated with celebration.? You see it on TV and films all the time.? James Bond has a favorite champagne(s).? Enough said.? Today, prosecco from Italy is hugely popular.? It looks like champagne.? It has name recognition, meaning people associate it with champagne even though it is not.? It can be found inexpensively. As an added benefit, sparkling wine makes a refreshing pop when you open it and it is consumed in cool looking glasses. You easily create a celebratory atmosphere.

7.????? Popular is comfortable.? The most popular grape varietals in the world are probably Cabernet Sauvignon and Chardonnay.? Merlot and Malbec are popular too.? People might need an explanation is you are offering Carmenere from Chile or Riesling from Germany, but they will be comfortable choosing between the Cabernet and the Merlot. People like familiar choices.

8.????? Words that make an impact.? Certain wine words are associated with money or quality.? The wine server might ask “red or white” as they fill glasses around the table. ?Let us assume you have bought a generic red Bordeaux as the red wine offered at the table. ?If instead of “red” they say “red Bordeaux” is gets people’s attention. Saint Emilion, a slightly more specific red from a region within Bordeaux also makes an impact.? It can be both reasonably priced and easy drinking, since Merlot is the primary grape type. ?White Burgundy is made from the Chardonnay grape.? You can find generic ones at reasonably prices, yet if you ask someone if they would like the “White Burgundy” they will usually smile and say “Yes, please!” The right descriptive words can make a positive impression.

It does not cost a lot of money or take a lot of effort to make the wine on offer a standout feature at your next gala fundraising event.

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Bryce Sanders is president of Perceptive Business Solutions Inc.? He provides HNW client acquisition training for the financial services industry.? His book, “Captivating the Wealthy Investor” is available on Amazon.

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