By Al Vuona

Walk down the aisle of any wine shop in America and you’re bound to come across a few of them. I’m referring to those little plastic or paper signs that hang off the edge of wine shelves. They often tout a particular wine by describing its attributes or simply refer to the high score given by some prominent wine critic. These so-called "shelf talkers" are typically placed there by wholesale wine reps who want you to buy their wine and that’s perfectly acceptable. But how much trust are you as a consumer willing to have in a sign that reads “Plummy, nutty, fruity, velvety smooth, plush, aromatically appealing and full of flavor”?

Personally it’s part of the wine-marketing process, and savvy wine lovers need to understand that. As for myself, I have more faith in a handwritten shelf talker or sign that a member of the wine store staff wrote then a preprinted version. Very often he or she has personally tasted that particular wine and is now conveying their impression to you the customer. What’s more, as part of the sales team they are usually available to speak with you directly about the wine in question. That often puts one’s mind at ease as to what to expect from a particular bottle.

Now I’m not suggesting that vendors and marketers of wine are dishonest or misleading. In fact, the vast majority of wine produced and sold today is very good to excellent. But a novice wine lover may need that little extra in the way of reassurance.

More often than not, these shelf talkers will read, “91 points given by renowned wine critic Robert Parker,” “Winery of the Year” or “As featured in Wine Spectator and Wine Enthusiast magazine.” This may indeed be true, but can you speak directly with the magazine or Parker?

If the wine in question is rather expensive, speaking directly with someone who has actually sampled that wine is very important. As I stated earlier, you as the customer should feel comfortable with your purchase. Wine shops will frequently host monthly or weekly in-store tastings whereby you can sample a particular wine and then talk with a wine rep directly before making a purchase. This is a great way to formulate opinions about wines from around the world. Not only that, those featured wines are often discounted for the event.

Once again, keep an eye out for shelf signs that read “staff selection.” As mentioned earlier, that tells me that some member or members of the wine sales team have indeed sampled this wine and have given it their full approval. That should help alleviate any hesitation or fear on your part. Of course, you can always cast your fate to the wind and go with your gut feeling by simply reading the description on the bottle itself. I’ve done that may times and have been fully satisfied.

This is not rocket science, folks, and purchasing wine should be a stress-free undertaking. Sure, it can often seem overwhelming, especially with the vast amount of wine on the market today. However, as you can see, many signs are along the way to ensure that you make the right choice. Cheers!

Wine of the Week: Tamarack Cellars, 2015 Merlot, Washington state. Vivid aromas of cherry and nutmeg burst from the glass. Well-balanced with dark fruit flavors and dusty tannins on the long finish. Pairs nicely with pork chops or roasted lamb. $27