I don’t like to admit it, but I’m a stereotypical man when it comes to shopping. Confronted by myriad options, I panic and try to rush the process, usually to my own detriment.
I have a long-running track record of coming home with bags full of new clothes only to discover they are all the wrong size.
Plus I am easily swayed by salespeople. If I tell them I want to buy product X, somehow I walk out with product Y instead – and then regret it later.
Twice now I have walked into a wine shop to buy a bottle of Au Bon Climat (they have a terrible website, by the way) only to walk out with something I probably didn’t want.
For me it seems bottles of ABC are as elusive as the Holy Grail was to Monty Python’s Graham Chapman.
It’s safe to say the buying process can be a struggle for me, so I find it unhelpful if the bottles of wine are arranged though the shop is managed by Rob Gordon from High Fidelity. Imagine if the bottles were arranged autobiographically rather than by country, region or colour.
These shops exist. Because I’ve been to them.
Finding what you want in these places is impossible without seeking help an employee. And I think that is part of the tactic, because whenever I’ve come in looking for X, they always seem to steer me, through subterfuge and sensory overload, to something else. Something more expensive. Something that, in my cynical mind, probably isn’t selling fast enough.
Now, you would think arranging a few bottles on a wine shop’s shelves is straightforward.
All you need to do, really, is have a different shelf for each country and then separate the white wines from the red wines. Then on other shelves you have space for Champagnes and sparkling wines, dessert wines, Ports, sherries and anything else.
Simple. So simple, in fact, wine shops up and down the country do exactly this, from the cavernous Majestic Wine Warehouse to the neighbourhood vintner and even the fusty merchants like Berry Bros & Rudd and so on.
Even the supermarkets – known for their efficiency at delivering products to customers’ hands – dare not meddle with this system. They know what’s best.
Yet there is always someone who thinks there must be a Better Way™ to do things.
I can think of two shops within shouting distance of my home that have shunned the conventional layout.
Offender number one has no signs on the shelves at all. It simply has all the whites on one side and all the reds on the other. After a few confused minutes of staring blankly at all the bottles, it eventually occurred to me which ones were white and which were red.
Then a few minutes later I figured out they were, in fact, arranged by country – but not in anything that resembled alphabetical order.
Last I checked Germany comes before Spain in the alphabet. Unless they’re referring to the country as Espana. But if you’re going to use Espana on the one hand, you had better be using Deutschland on the other.
The other shop I visit takes it a step further and arranges everything by grape. Yes – by grape.
If you want to tell prospective customers they’re really not welcome in the shop unless they are knowledgeable to identify what they want by its constituent grapes (and it better not be any fucking merlot), you know you’re dealing at the higher end of the market.
But how helpful is this for the average consumer? Think back to a time before you knew much about wine. Think back to when you knew the wine only as St Emilion or Saumur, as Rioja and Chianti. A time when you couldn’t name the grapes used to make them.
Merlot? Cabernet franc? Tempranillo? Sangiovese? Would you have thought to head for the shelf with those grapes labelled at the top? Handy for those of us who wake up and say, “Today I’d like to buy a bottle of chenin blanc and I want the shop to arrange all of the world’s chenin blancs together in one place so I can compare and contrast.”
But not so handy if you wake up and say, “I just want a bottle of Vouvray, whatever the hell it’s made of.”
Do they have a shelf for that?