Subscriber login Close [x]
remember me
You are not logged in.

Richard Siddle, blog, Boutique wines

Published:  04 October, 2010

This week's Boutique Wineries tasting threw up an interesting conundrum. What actually is a boutique wine? And is it a term that the trade, never mind the consumer, relates to?

This week's Boutique Wineries tasting threw up an interesting conundrum. What actually is a boutique wine? And is it a term that the trade, never mind the consumer, relates to?

The numbers of independents, restaurateurs, wholesalers and sommeliers who descended on London's Millbank Tower would suggest it is a category of wine that people in that side of the trade certainly warm to.


Equally the clamour of wineries and agencies to have their wines there available to taste showed how important they see this, as yet, undefined category.

A Harpers panel tried to dissect the issue. Does boutique refer to the size and volume of wine being produced? Does that winery need to be family or independent-owned? Does it exclude all branded wine? Or is it determined by price where boutique effectively means premium?

A lot of questions and a healthy debate ensued with no clear agreement between panelists or the trade.

But whilst we may still be undecided about the usefulness of the term, boutique is a phrase consumers already welcome with open arms in other sectors. Be it in boutique fashion stores or most effectively the boutique hotel scene with the likes of Malmaison and noticeably Hotel du Vin building major brands behind the concept. Some even go on boutique holidays.

But the notion of calling an independent merchant, for example, a boutique wine store split the debate down the middle. Whilst some merchants admitted they probably over used the term, others said they have never described themselves as boutique and never would as they feared it would turn customers away.

But whichever way you look at it boutique wines are the preserve of the independent trade. Be it merchants, gastro pubs, bars or restaurants. It is a key part of the 18 out of a 100 bottles of wine not currently going through the supermarkets.

Boutique wines and wineries, however you define them, have the potential to really drive traffic, profit and bring uniqueness to the independent trade. They provide the stories, the heritage, the colour and the opportunity for skilled independents to hand sell those wines to their interested customer.

So whatever it means to you let's make "boutique" work for the consumer.

Keywords: