Value Perceptions in Restaurants- Gabriel Glas and BTG Pours

Presumably like most wine enthusiasts, I was skeptical of the Gabriel Glas at its introduction. It felt good in the hand with balance and proportion but I, again like most knowledgeable wine consumers, was raised on Riedel stemware. Moreover, I am a fourth generation restaurateur and while we reserve the Riedel glasses for the premium bottle purchases, our standard glass is a knock-off of the classic Riedel Bordeaux dimensions but at a dramatically lower cost. The angularity and lack of a traditional bowl made me concerned that the wine would not swirl and therefore aerate properly to allow the bouquet to be lifted from the wine to the nose.

But, after about 10 small tastings of wine, I am intrigued and excited about the possibilities of the Gabriel Glas to enhance the value perceptions of the wine offerings at my casual restaurants where we rely on our by-the-glass sales. Consistent with the positioning of the product, the intentional design and dimensions of the glass concentrate the bouquet towards the nose and improves the experience of a program that needs to maximize perception and value. At two of our restaurants, we offer a selection of super-premium cellared wines in both a 2 oz and the standard 6 oz portion with price points between $60 and $100 for the 6 oz portion. Therefore, we sell a disproportionate number of the 2 oz portions but find that our guests want to sample through 2-3 different smaller pours. This is an ideal situation for the Gabriel Glas performance and a primed guest who expects this type of unique premium experience.

Unfortunately, I have to wait until after the Holiday season but I am excited to introduce my guests to the Gabriel Glas!