For my wine analysis I went to Heights Chateau which is wine shop in Brooklyn heights. There I met Chris who showed me around the shop and gave me some background of the wines within it. Heights Chateau has a vast variety of wines some of their most popular wines are Chateau d’Esclans Whispering Angel Rose, Kendall Jackson Chardonnay, J Lohr Chardonnay, Veuve Clicquot Brut Champagne. When I asked what made these wines so popular Chris opinion was that the people who buy these wines have no taste buds because he believes these wines are extremely basic  and average. He said “it’s like they drunk soda their whole life then decided to start drinking wine”. Also top selling regions would have to be France (Bordeaux especially), Italy, and Argentina. The most expensive wine is a DRC Burgundy White that’s about 5,000 dollars.

Veuve Clicquot Brut Champagne is not only a sparking wine but a shelf talker in the shop.

The clientele Height Chateau receive varies from the locals, which would be the judges and lawyers that live the area to tourist, that are sometimes actors, to homeless. Also not forgetting you’re local wine geeks. The age range goes from 21 to 92, the 92 year old being a woman who buys a bottle of Sauvignon Blanc everyday. The background of the customers consist 80% Caucasian with European background, 10% African American, and the remaining being other. The types of wine people buy most days he says depends on the weather, for example if it’s hot and sunny the sell more whites but, if it’s raining or cold they sell more red.

Some other questions I had were what makes people afraid to go into wine shops? Chris put it simple that “people are afraid to look stupid, they rather struggle in silence than ask for help so sometimes you have to help them in a way that seems you didn’t help the”.  How about getting people to try something different? Chris says sometimes don’t like a certain wine because of its texture or their just “palate deaf”. Chris strategy is to first give them a off brand and if they like it, start with France then slowly moving towards other region.

Alsace region of France section with wines such as Gewurztraminer, Pinot Blanc, and Pinot Gris.

Another question is what makes Heights Chateau different from other winery in the area? Chris claims it consist of these five things 1) the owner have a retail background, since growing up his parents owned businesses, 2) the shop is theatrical, meaning the music, how lively the staff is, 3) always having new wines, giving people the opportunity to experience new things such as “Novelty wines”, 4) great service and consultations (Heights Chateau provides consultation for weddings and catering companies), 5) making customers feel comfortable(one way they do that is by allowing dogs into the shop and even having treats for them at the counter.). I had to agree with Chris on this five point recipe because in hospitality our goal is to not only satisfy the customer and make them want to come back. Next I asked Chris what made him go into the beverage industry?  Chris is actually a writer and teacher and he use to teach at the Maryland College of Arts but his contract finished so he needed to find a job. He applied to Heights Chateau because he believe he had a little more than the average knowledge of wine and he also just came back from Germany. He also claims that what makes the Height Chateau is that most of the employees come from different backgrounds such as musicians, writers, designers so it gives the shop diversity and culture.

To end our interview I asked Chris what’s the most difficult aspect working here? Chris says it has to do with reading people in the sense of who’s stealing. Their biggest culprits are actually middle aged caucasian women stealing vodka, older African American males, and college students. Also, he stresses the fact the wine should be consumed with food. So whenever someone comes in the store the first thing he ask is “what are you eating tonight”? In the end I really enjoyed my time with Chris and felt more confident to go into wine shops in the near future.

Pour Ma Gueule Chilean Wine (RED