Last updateTue, 18 Sep 2018 1pm

I’ve been working at a wine shop in Palm Desert for about three months now—and I love it! It’s a tiny little space, with a limited number of wines—and because the store is so small, each of the wines is thoughtfully curated. They each serve a purpose and are designed to be the best representation of the region, the price and the varietal.

For years, I was a wholesaler of wine. My job was to bring the samples of wines to the buyers of these little independent retail shops and peddle my goods. I was selling wine to other wine professionals, and there was no such thing as getting “too geeky” when it came to describing the wine or telling the story about how the wine came to be. Now I have the honor of being the buyer sitting on the other side of the proverbial table, listening to the stories and determining which wines make the cut for the store shelves. I’m not gonna lie: It’s an insanely fun job for someone as passionate about wine as me.

That said, there has been a definite learning curve working with wine civilians (aka the public); I am constantly working on not intimidating, scaring or confusing the pants off the average customer. Just the other day, a lovely lady came in looking for a chardonnay. I began to ask her what she normally drinks and what she likes her chardonnay to taste like. About two minutes later, I was using words like “malolactic fermentation” and “diacetyl.”

She blankly turned to my co-worker and asked: “Is that lady speaking English?” Oops.

I feel an innate responsibility to help people when they come in. I want to give guidance and suggestions if needed, and not let anyone drown in a sea of unknown labels.

Shopping for wine is unlike shopping for anything else. Nowhere else is a consumer faced with so many choices, spanning so many price points, with so many variables. Imagine if you walked into a grocery store and had an entire aisle of eggs in front of you—and each of those eggs was a different color, came from a different place, fed a different diet (which, of course, affects the taste) and came from different months of the year, with some months producing better eggs, natch. Some of these eggs are $5, and some are $100, with some at every price point in between. The words “fear,” “panic” and “confusion” come to mind (as does perhaps a fleeting thought of becoming a vegan). This is how a lot of consumers feel about walking into a wine store.

So in my brief yet educational time as a retail clerk, I’ve discovered there a few kinds of shoppers: Those who know what they want; those who ask questions to discover what they want; and—the majority of folks—those who have no idea where to begin.

There are a few foolproof ways to navigate through a wine selection. The first is to start taking photos of wines you enjoy. It seems stupidly simple, but I guarantee that you will not remember the name of that one wine you loved two weeks ago at Susan’s house while you played Bunco. Case in point: the customer who came in asking if we carried a certain bottle. He couldn’t remember the name, or where it was from, but he was certain it was a white wine of some sort, and maybe it had a black label. “Do you have that wine?” Umm …

There are a few apps like Delectable and Vivino that are also great for tracking the wines you like, and there’s a community of people reviewing and rating those wines along with you. If you’re not app-savvy, photos on your phone work just fine.

I’ve said it before, and I’ll say again: One of the best ways to find the wine you want is to shop at a store where people can actually help you. No one, and I mean no one, has innate carnal knowledge of every wine out there. And no matter the size of the store, or how many wines the store carries, the shop is only as good as its employees. Find the store that has passionate people working there, and you’ll be in good hands.

The best experiences I’ve had with customers have occurred when there is a dialogue about wine—when someone is curious about what’s new and wants to learn about it. As a sommelier, I will always have wines that are intriguing me right now, or a new region that is hot, or a style that is making waves. I want to talk about them with you! If you’ve had a wine that you love, I want you to tell me all about it! Next thing you know, we’ll be behind the tasting bar sipping a vibrant white from the Canary Islands, and we’ll laugh and laugh and become best friends. Or at the very least, I’ll get to know you and what you like.

One final suggestion: Don’t be afraid to be specific. As one customer said to me today, “I really want to splurge on a great chardonnay!” To which I replied: “Super! We have a few bottles of Edge Hill chardonnay available; it’s $159 a bottle.” After he regained consciousness, he told me he was thinking more along the lines of a $40 price range. The terms “splurge,” “mid-priced” and “a great value” all mean very different things to different people. A millionaire might think a great value is a $70 bottle of Double Diamond from Oakville, while I, myself, would consider that a splurge. And if the idea of coming up with descriptions for wine (like juicy, jammy, oaky, buttery, dusty, or earthy) give you a panic attack, just tell the sales clerk what you normally drink. Anyone worth their salt will be able to properly guide you to a wonderful alternative bottle.

Remember: Most wine professionals, and I stress the word professionals, are not wine snobs. Spirited, intense and fanatical? Maybe. But not one wine industry person I know would ever embarrass or shame someone who wanted to learn more about wine. And don’t tolerate anyone who does. Ever.

Katie Finn is a certified sommelier and certified specialist of wine with more than 15 years in the wine industry. She can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..

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The first thing I do when I move to a new town is find the local wine shop.

I do this, in part, because no one needs a glass (read: bottle) of wine more than the person who just bubble-wrapped their whole life and went on countless Home Depot runs for more boxes, because they had no idea they had this much crap. (OK, maybe that’s just me.) Specifically, I look for the independent wine shop, because I am a wine super-nerd looking for other wine super-nerds. I know that, in these little stores tucked away in strip malls and located off frontage roads, I will find great wines—and more importantly, great people.

The guys and gals who run local wine stores do it because they love wine. They are passionate salespeople who not only know what they’re talking about, but are genuinely interested in helping you find your new favorite wine. They enjoy the stories behind the producers and regions where the grapes grow. They discover what great winemaker just started his or her own label; the new up-and-coming hotspot for value wines; and funky and rare varietals going mainstream thanks to young, intrepid winemakers. All the behind-the-scenes action and geeky factoids are the things that make wine exciting and fun to drink.

On any given day, these shop owners can be visited by wine fairies, wheeling bags full of opened bottles, waiting to be tasted and procured. These fairies line up bottle after beautiful bottle—each ready to be swirled, sniffed and sipped—all while telling great stories of how these wines came into being. The merchants carefully analyze each offering to ensure quality and value, all while keeping their demographic in mind. OK, so they’re not really fairies as much as they’re wine reps peddling their hooch, but it sounds so much prettier this way, dontcha think? Either way, the point is that these guys are constantly being presented with the latest offerings from known producers, as well as up-and-comers. These independent retailers are your window into the world of wine. It’s all in a day’s work.

This is what separates your little local wine shop from your mega-retailer. Are you going to get a better price for your Santa Margherita pinot grigio at a big-box store? Maybe. They have the buying power to secure hundreds, if not thousands, of cases, which will garner a lower price. But you should ask yourself: Do you really want to always drink a wine that’s made by the ton? Sure, it’s nice to grab your old standby—the wine you’ve had 1,000 times and know like the back of your hand. You don’t need to give it any thought; you’re in and out of the store lickity-split. That’s what these mega-retailers are good for. However, if you’re sick of the same-old, same-old, and want to try something new, these wine superstores quickly become your worst nightmare. I find that even I, as an “old hat” in the wine business, get completely overwhelmed and go a little cross-eyed at the massive selection these stores offer. What makes the wine-buying prospect even more daunting is trying to navigate the floor-to-ceiling offerings all by one’s self. I feel confident making this assumption: If you happen upon an employee, and can steal them away from the four other people clinging to them for help, he or she has not personally tasted each and every wine on the shelf, and therefore will have little help to give. If you’re lucky, you’ll come across a gem who knows there’s a difference between Ketel One and Opus One.

When I moved back to the Coachella Valley, I was shocked to see that an old favorite, Dan’s Wine Shop, was a thing of the past. He was a man who had developed a loyal following and whose wine opinion was highly regarded. Therefore, I decided to investigate this new incarnation called Desert Wine Shop on 111. Talk about some big shoes to fill.

There, I met Matt Young and fulfilled my quest to meet a fellow wine super-nerd. Within minutes, Matt was helping me explore the selection and filling me in on what new, interesting wines he’d just brought in—specifically, the Hatzidakis Santorini 2015, an aromatic, citrusy white made from Assyritko. (Greek wines are the new cool kid in town and totally worth checking out.) He also introduced me to the Raats chenin blanc, from one of my all-time-favorite wine-producing regions, Stellenbosch, South Africa.

Beyond the benefit of stellar service and a carefully curated selection, smaller wine stores often have tastings and even wine classes to help budding oenophiles sharpen their palates and expand their knowledge. One of my favorite places to pop in and uncork is The Tasting Room at Desert Wines and Spirits. Costa Nichols, owner, wine guru, and all around wonderful guy, hosts weekly tastings every Saturday from 4 to 5:30 p.m. For a meager $10 ($5 of that goes toward the purchase of a bottle), you can taste a half-dozen wines, nibble on complimentary hors d’oeuvres, and mingle with other wine-minded folks. During season, you might even find the tasting being hosted by the winemaker himself or herself.

If you’re on the east end of the valley and like a side of live music with your wine, check out The Wine Emporium in Old Town La Quinta. Part retail store, part wine bar and part dance hall, the Wine Emporium features local musicians starting at 7 p.m. many nights. If you’re noncommittal about your wine selection, this place has a create-your-own-wine-flight option, where you can select as many 2 ounce pours as you’d like of their wines available by the glass. I was like a kid in a candy store in their wine room, and grabbed a delicious bottle of EnRoute pinot noir. A little charcuterie, good people watching and some toe-tapping led to a mighty fine evening.

If you needed one good reason to drink more wine … I just gave you three. Now, go out and find your local wine nerds and make friends.

Katie Finn is a certified sommelier and certified specialist of wine with more than 15 years in the wine industry. She is a member of the Society of Wine Educators and is currently studying with the Wine and Spirit Education Trust. When she's not hitting the books, you can find her hosting private wine tastings and exploring the desert with her husband and two children. She can be reached at This email address is being protected from spambots. You need JavaScript enabled to view it..

Published in Wine