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Published on January 13, 2008

New exercise regimes to make us thinner and new jobs to make our bank accounts fatter usually top the list. But, if like me, you are a fully qualified wine geek and have decided to make your avocation your vocation, here are some cautionary remarks before you make the leap.

Success in the wine biz, whether importing, distributing or retailing, is a tough 'high-risk' low-return enterprise. Entrepreneurs choosing to open retail wine shops face not only government-imposed outlandish prices but customers who lack even the basic wine knowledge, not to mention fierce competition from supermarkets and mega-malls. My recent annual trip to the US underlined how difficult building a successful wine business is there, even with equitable tax structures and uniform regulatory controls.

Among those who have "made it" is a small warehouse-like store called the Wine Country in Long Beach, California. Its evolution is something of a case study in how to succeed in business by busting your butt for more than a decade to eke out a living.

Randy and Dale Kemner opened Wine Country 12 years ago, in a former carpet warehouse near the Long Beach airport. Relatively low rents for an 800-square-metre rents with lots of parking were paramount to getting started on the right foot. Randy remembers having a relatively easy time filling much of the space with popular wines, but soon found that selling them against price-cutting chain stores wasn't a walk in the park.

"We had a focused advertising campaign featuring selected bargains but soon recognised that we had to offer something more to gain customer loyalty and repeat sales," he says.

Through non-stop staff training, he was able to build a core of personnel who could help customers with their selections and guide them to wines they'd otherwise know nothing about. Operating on the premise that even in the US there is no real wine culture, he instructed his staff to help customers choose wines matching their proposed menus and began offering regular classes to demonstrate effective wine and food pairings.

The Kemners also borrowed newsletter ideas from competitors and took advantage of the Internet to boost sales. "I had no idea what a hard slog this was going to be 12 years ago, but by continually feeding people new knowledge about wine we've carved out a productive niche for ourselves."

Wine Country has received plaudits from numerous critics and publications as one of the best wine shops in Southern California. Back in Bangkok Wine Connection has followed similar tactics with good results, although becoming a wine maven is tough anywhere and exponentially so locally. Good luck if you decide to give it a try, but the better choice may be to let someone else deal with those headaches.

Buy a nice bottle of sauvignon blanc and relax after working out to give 2008 a good start.

JC Eversole is a consultant to various companies in the wine industry and is employed by Bangkok Beer & Beverages Co.