In my twenties, fresh out of college and on the executive training program at a San Francisco department store, I learned many things, but one of the most important was how to create consumer demand.

One would think that just stacking the pallets high like they do at Costco would be enough, but that usually only works when you’re dealing with a necessary commodity...two-ply toilet paper comes to mind. But aside from that, how do you sell four-ply cashmere sweaters?

My first buying trip to New York gave me insight.  I was standing in the middle of Bloomingdales on 59th and all around me in every department was a common theme…King Tut.  The Met came to town with the Egyptian exhibition two weeks earlier, and leave it to Marvin Traub, CEO of Bloomingdales, to edict that every department have merchandise and displays, reflecting this current “pop” culture.

“Merchandising is theatre” Marvin said.  Anyone can just stock the shelves and wait for sales, but to get them to come in, there had to be “Theatre!”

Today, in my wine world, no one understands this better than the people at Riedel.  Anyone can open a bottle and pour a glass of wine, but in addition to creating the perfect glasses and decanters, you have to create “theatre”.

This brings me to the new Riedel “Eve” decanter, currently on loan to me from the Riedel folks.

This crystal decanter, with a neck measuring about thirty inches high, has the look of a coiled cobra.  But before dismissing it as another marketing gimmick, check out the attached pictures and even better, visit their web site for a live demo.

http://www.riedel.com/index.php?article_id=18&clang=0

The wine is poured down this vast neck (cobra) which “charges” the wine.  We then, carefully, ($500 here) hold it with both hands and slowly rotate it in the upright position.  This not only “double decants” the wine, but when done properly, puts exactly one serving in the upper neck for the next pour.

One has to see it to believe it.  Every Saturday and Sunday this month, we will demonstrate it in our Heritage Room as the final pour of our wine and cheese pairing.

So…not only do you get four artisan cheeses paired with four Tolosa wines for $20 ($15 club), but you get “theatre” as well.  We may even be able to order you your own “Eve,” for a bit under $500.  Well worth it when you consider all the attention you will get.

John Shakley

Maitre Fromager

Tolosa Winery