|
Not so very long ago, there was more
to being a wine merchant than simply offering wine for sale. A wine
merchant was, in the truest sense of the word, a professional. In
other countries, such as England, the wine trade is ranked along
with medicine and law as an honorable profession. It is unfortunate
that in the United States, the prevailing opinion has been that
if one could sell any commodity, be it shoes or whisky, that ipso
facto one could be a wine merchant. The result has been the proliferation
of a large number of half-baked "experts" and "consultants"
whose knowledge of the intricacies of wine is marginal at best,
whose commitment to their products ends at the pay check, and who
have profited from consumer newness to wine. One need not look far
to find uninformed, mass market techniques in the wine trade. Large
volume, limited choice, and unfamiliarity with the product are the
regrettable hallmarks of many who sell wine.
We of The Boulder Wine Merchant respectfully refuse to subscribe
to the foregoing tactics, and offer you what we see as a giant step
backwards -- back to the knowledge, dedication, and involvement
of a truly professional wine merchant.
Our philosophy of being The Boulder Wine Merchant is simple, clear,
and honest. It involves selling only good, carefully-selected wines
at fair prices, based on intensive and ongoing study. It means offering
the benefit of our professional commitment to you in both products
and service. It means that, in our own small way, we are trying
to restore an image of professionalism to the wine trade in the
United States, and prove that quality is not necessarily expensive
or impossible to attain. We would like you to view our service as
a useful adjunct to your daily enjoyment of food and wine, just
as a doctor is a useful adjunct to healthful living.
We feel sure that once you have experienced the services of a true
wine merchant, you will return again and again. We of The Boulder
Wine Merchant will appreciate the opportunity to be that kind of
professional for you in the years to come.
|
 |
Monday — Saturday, 10 am - 9 pm.
The staff of The Boulder Wine Merchant
|
