DEVELOPING A TASTE
Experimentation key that opens wine's mysteries, executive says
Halloween is a time to think about all the things that scare you.
Wine shouldn’t be one of them, according to Bill Terlato.
 Terlato is president and chief executive officer of Illinois-based Terlato Wine Group, a family-owned holding company that includes operations involved in marketing, importing and producing fine wines. Terlato wines are part of the luxury segment, which encompasses wines that cost more than $14 a bottle.
Terlato was in Harrisburg in late October for Très Bonne Année, a wine auction that benefits Whitaker Center for Science and the Arts, also in the city. He was the auction’s honoree for 2007.
Terlato sat down with the Central Penn Business Journal last week to discuss changes in the wine industry, emerging trends and how even the most inexperienced wine novice can learn to love it.
CPBJ: Why has wine gained such popularity over the past five or 10 years?
Terlato: I think we’re developing a food culture in the United States that we didn’t have before. So, there’s a natural bringing along of wine with that. As people become more interested in how the food is prepared, the quality of the ingredients and the uniqueness of the dish, they’re also becoming more interested in the quality of the wine and where it comes from.
CPBJ: Why are younger people
getting
into fine wines?
Terlato: We do quite a bit of research on the luxury-wine segment. The interesting thing for us was to see that the age group of 21 to 30 not only is into wine, but a much higher proportion of their purchases are in the luxury category.
I think that (trend) is a function of a couple of things. One, this is a generation that grew up with brands. You can buy a lot of different gym shoes, but they’ll pay $150 for a pair of Nike shoes. So, they’re used to a quality product with a brand name that represents something that’s considered to be a level of quality above the ordinary.
They’re more likely to be interested in cooking and in meals. These kids go out for sushi. They shop at Whole Foods. They are definitely interested in organic products and the healthfulness of products. Wine, in general, is natural and I think, in moderation, is a very healthy product. They understand that.
About Bill Terlato
Title: President and chief executive officer of Terlato Wine Group, based in Illinois.
Age: 47
Education: Terlato is a 1981 graduate of Loyola University Chicago.
Professional experience: Terlato joined the family business after graduating from college and steadily advanced through positions in wine marketing, importing and sales. He became president of Terlato Wine Group’s flagship company in 1994.
Web site: www.terlatowines.com |
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CPBJ: State government in Pennsylvania has a virtual monopoly when it comes to selling wine. Would you like to see that change?
Terlato: I spent a little time with the people from the (Pennsylvania Liquor Control Board) while I was here, and one of the things I was very encouraged to hear is the plans that they have for upgrading the wine offerings in the stores. They’re very aware of the trends taking place, and they really want to position themselves as a real retailer rather than a government agency. I think that bodes well for consumers.
CPBJ: Do you see any emerging trends in the wine industry?
Terlato: The wine industry, in general, is different than other areas of consumer goods. Most consumer products are looking to develop loyalties among their customers. With wine, it’s exactly the opposite. You’re not really looking to develop loyalties. You’re looking to develop knowledge. A highly evolved wine drinker is experimental. He would never drink the same thing night after night after night. He’s looking for different experiences.
People are going to learn to trust their own palates. They’re going to learn to experiment more and try to learn about wine. What I think is going to happen in the future is a greater focus on education, with people not just being taught about wine, but being taught how to experiment and find the things that are suitable for them.
CPBJ: What advice can you give to people who want to learn about wine but are intimidated by the wine world?
Terlato: What you do is experiment. Buy several different bottles of wine. Put them out with glasses with friends. Make it something fun. Taste through (the wines), and find the ones you like.
The other thing to do is to pair those wines with food because I believe that every wine has its moment to shine. There are times when it’s appropriate to wear a tuxedo. There are times when it’s appropriate to wear a suit. There are times when it’s appropriate to dress casually. It’s the same thing with wine. You don’t have to drink a (top) rated wine every single day.
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By
Christina Olenchek
©2007 Central Penn Business Journal.
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