A busy tasting room can certainly be a challenge. So when my significant other and I walked into Auburn Road Vineyards on a Saturday afternoon and saw a packed tasting bar, we were unsure what type of winery experience we would get.
But there was certainly no cause for concern, as the two women running the tasting bar had it covered. They seamlessly took turns with each customer, ensuring one was pouring the next taste when a glass emptied. This strategy seemed to work better than the often-used one in which the person who starts the tasting finishes the tasting.
In addition to their attentiveness, the staff also imparted their knowledge of the wine. This educational aspect of the winery experience can often be lost, especially in a busy tasting room. We had just come from a couple of other wineries where the staff were attentive and friendly, but these descriptions accompanied their pours of wine: “This is the Chambourcin.” “This is the Cabernet Sauvignon.” Learning something about the grapes, how the wine was made, or even the name chosen can enhance the winery experience.
We learned at Auburn Road that they grow most of their grapes but use Cabernet Franc and Grenache from Lodi, CA, in their Winemaker’s Blend. We also learned that their Eidolon wine (a red blend) was named for Walt Whitman’s “Leaves of Grass” poem; apparently, the Whitman poem took seven years to perfect, and so did this blend. This is a great story to engage the customer.
They also infuse a little humor into their wine. Their peach wine (white wine blended with Jersey peaches) is called “Give Peach a Chance” after the John Lennon song. Although I am not usually a fan of sweet wine, this one was crisp and refreshing and made me think longingly of summer.
I often find the story behind a winery interesting, especially in New Jersey, where several winemakers did not start their careers in the wine industry. Auburn Road is a good example. A staff member told us that the winery had six owners who were professionals in other fields. Working long hours in their positions left limited time for their families, and they wanted to make a change.
She noted that some male owners started making the wine, but one of the female owners was better suited for the job. So they have a self-taught woman winemaker and created a successful business—an inspiring story.
Being attentive to customers in a busy tasting room without losing any interesting educational aspects of the tasting and using a little humor can lead to a genuinely excellent winery experience that engages customers and encourages sales and a return visit. We gave Peach a chance and bought that bottle, and we will certainly be back.