Magazine: Wines close to the consumer

Evan Mitchell and Brian Mitchell, two trade marketing experts from the USA recently published a book, titled The Psychology of Wine. In this they also give advices about how to sell drinks in a restaurant. For instance if the sommelier or the waiter recommends a lesser known wine, they don’t necessarily have to describe it, it is better to liken it to a known variety. Not everything depends on the waiter’s knowledge about wines: if the professional jargon they use does not sound authentic from their mouth, it will not be credible to the guest. Techniques like this do not demand much expertise and they can be learned and guests don’t feel like they are forced into trying something.