|
The text that now follows below, is our intoduction letter, which is initially sent to all potential clients;
..........................................................................................................................
Dear Sir
During my 25 years working for Waitrose, a reputable wine retailer and studying to gain the Wine and Spirits Education Trust Diploma, achieved in 2001, I became increasingly frustrated with the status quo in an ever increasing number of modern Asian restaurants.
I was fully aware of the current trends in alcohol consumption in both the on and off trade and up to date, with the vast array of wines on offer, from around the world.
As I looked deeper into the situation, it got worse. Outside, the sign would say “Contemporary Indian Cuisine” and indeed it was, backed up with stylish modern furniture and clever, tasteful décor.
What about the wine list then? Usually, a different story.
Generally, I would find a drab list, with out of date wines styles and wines often poor in quality, from the cash and carry, with little or no thought, as to the compatibility with the cuisine.
Staff wine knowledge would be little or non existent, with little or no support from the supplier, who was all to happy to take the order when it came but then let them get on with things as usual. “We rely on beer sales, people drink beer with Indian food”, seemed to be the official line from all I spoke to, even the suppliers.
Well of course, I know that this has been the British way since the 1960’s, if not before. However, if the likes of Indian restaurants want to be truly contemporary and they realise that wine is becoming very popular in this country and people are becoming much more knowledgeable on the subject, then it is in their own business interest to respond.
What is more, if you get it right, it can be a great match to many dishes, enhancing the all so important dining out experience.
Therefore in 2003, Rawlings and Wine Ltd, was established. I felt that not only was a business possibility present, but a passion also existed, to address the issues described. I felt qualified to act and sought to work with selected venues, whose owners shared my views but needed consultancy to improve. See www.eriki.co.uk and www.ma-goa.com Two example clients.
Thus the main ethos of Rawlings and Wine Ltd is to supply high quality, low cost wines, all of which, have been exhaustively selected using practical analysis, to compliment Asian Cuisine.
The styles chosen are popular and at affordable prices. Fortunately, many wines matching to modern Asian cuisine are in this category and just as well, since beer is still cheaper than wine!
You will probably realise by now, why the list attached is relatively short, yet hopefully still interesting and comprehensive. As already stated, the aim is to match wine with cuisine, at low cost to the consumer, to encourage wine sales. However, there is a separate, more traditional wine list available on request.
Rawlings and Wine realises the importance of service and regards only the highest levels mandatory.
To this end, Rawlings and Wine remains focussed in its specialist field, providing regular consultation, staff training and a personal visit at least once per month, are company policies. Most importantly, deliveries need to be accurate and on time and the wine quality, consistent.
We also, are willing to print your wine list creatively free of charge, to compliment the restaurant design or, an alternative format, which you may desire.
The list can be amended at any time, new wines are always being sought and suggested to clients, providing part of the ongoing consultancy service.
Ultimately, we are able to offer a service, which can be tailored to suit your business.
In order to fulfil all of the above criteria, Rawlings and Wine Ltd, has to be very selective with regard taking on new clients. I hope you find this information of interest and that our services may be of use. Please contact me for any further information you may require.
Yours truly
Chris Rawlings
Managing Director
| 
