Published on October 19, 2005

Bright evenings await wine lovers at the nearest Tops supermarket, with its new stock of climate-controlled bottles and labels rare for Bangkok -

look for the ‘C’

Want to belong to that trendy crowd that glossy magazines drool about? Then perhaps you should consider dropping a bottle or three of good vintage in your trolley the next time you’re shopping at a Tops supermarket.

Though wine is usually consumed for its fashion factor, wine drinking is also regarded as part of a wholesome diet, says Ross Edward Marks, general manager for the international wine section at Central Food Retail Co.

“Wine is part of a healthy lifestyle. It’s not a luxury,” he told those gathered at “The Journey of Wine”, held to mark the launch of Tops’ new range of wines - to be sold in 26 of its branches in the first phase.

Foreseeing a growing trend in wine consumption in Thailand, Marks and his team have spent the past 15 months importing a wide range of vintages from around the world. And, unlike the old stock, the newly arrived bottles have been temperature-controlled all the way from the wineries to Tops’ retail stores.

“The first step we have taken in this project is to ensure that there is nothing that affects it adversely from the time the wine leaves the winery to the day it’s on your table,” Mark said.

The new range of products will have a “C” sticker on them to guarantee that it has travelled in climate-controlled conditions - starting from the winery to the port and then to a store near you.

“When you see a C sticker, you can be absolutely sure that the wine has not been mistreated,” said Marks, who moved from Hong Kong where he worked for Watson’s Wine Cellar.

Though he may be new to the country, the wine business is no different here than anywhere else, he said. “[When] customers buy wine, they are no different from the ones in America, Australia or Asia. What a wine drinker wants is wine that has been taken care of, that is safe to drink and that is enjoyable.”

From a customer’s point of view, another key factor in deciding whether to buy a bottle is the price. Mark said Tops offers a fair deal.

“You won’t find ‘Buy One Gets One Free’ deals but you will always get a fair price. And you won’t miss your favourite brands. Our prices are meant to encourage you to buy wine, not to hurt you.”

Apart from price, the other factor a shopper takes into account is the service offered. Marks compares the experience of wine-shopping to that of buying a piece of jewellery or a car, mainly because customers need to be informed. For novices, buying wine can be quite an intimidating endeavour.

To be able to give customers the kind of assistance they need and expect, Tops has started educating its staff on the true taste of grape. Over the next 18 months, it expects to train 60 employees who will serve in the 26 stores.

“We will be the first in the country to provide instruction in accordance with the Wine & Spirit Education Trust’s approved programme,” Marks said. WSET is a well-known British organisation that provides education on wines and spirits.

“So, you will get the kind of help that you want. I think [customers] look forward to that kind of retail experience. And my hunch is that this is going to be something better than the average.”

Clive Mclaughlin, managing director of Peak International Wines, who has been working as a consultant for the project, said Thailand is a growing economy and market for wine.

“[Globally] wine has become the beverage of choice. Many countries are moving more towards wine. It’s a change in lifestyle,” he said. “It took a year to recognise what the market wanted and then we had to identify the producers.”

Mclaughlin has introduced a variety of new labels, which haven’t been sold in the Thai market before. “The key is that I didn’t want to bring in more of the same to Thailand,” he said.

From Australia’s d’Arenberg and Chile’s boutique winery Candelaria to New Zealand’s Jackson Estate, there are many labels that have proved popular in other Southeast Asian countries.

D’Arenberg, for instance, is a very highly rated tipple Down Under. “It’s one of the most talked about in Australia and is probably the best range coming out of there,” said Mclaughlin.

Wines from New Zealand are also relatively new to Thailand. Marks said the sauvignon from Marlborough has a pungent flavour that wins the hearts of most connoisseurs.

“It’s like having food that comes from a particular area. No matter where it’s cooked in the world, it will never taste like the dish from Marlborough. Once you taste it, you recognise it immediately,” he said.

Besides, he said there is sparkling wine from Spain, notably Freixenet, which is among of the most sought-after labels in many major cities.

Mclaughlin was upbeat about the future of the local market, saying that Thais have started to “catch the mood”.

“Thailand has a history of people going in for liquor, which is unhealthy. But wine has been shown over and over again, that if taken in moderation, it’s a healthy beverage,” he said.

Besides, the prices, ranging from around Bt400 to Bt3,500, are reasonable enough. However, Mclaughlin warned buyers that their decisions shouldn’t be ruled by the price tag. “It could be hard to understand, but the fact is you should drink what you like.”

Duangporn Bodart

Special to The Nation

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