2/14/08

New store takes the mystery out of wine selection

by Beckye Randall

For occasional wine buyers, the sheer number of choices can be intimidating. Should you get a Cabernet Sauvignon or a Sauvignon Blanc? A rosé or a blush? The $15 bottle or one costing three times that much?

WineStyles, a new store that recently opened in the Allen Creek Shopping Center in Marysville, promises to demystify the wine shopping experience. Rather than arranging wines by region or varietal, WineStyles’ selections are grouped, as the name implies, by style.

White wines are classified as crisp, silky or rich. Reds are distinguished as fruity, mellow or bold. The store also stocks nectar and bubbly styles. All wines are priced at $25 or less, with many of the more popular varieties selling for around $15 per bottle.

“At WineStyles, we’ve taken the guesswork out of buying wine,” said owner Vicki Emery. “Whether you’re a novice or wine enthusiast, we can help you find the perfect bottle for any occasion.”

Designed to transport customers into an old-world wine cellar, WineStyles allows customers to choose wines based on their individual preferences and tastes. The store features over 150 world-class wines from unique labels and hard-to-find selections from small and large vineyards around the world.

Suggestions for food pairings also accompany each style of wine. Whether you’re serving pasta, fish or lasagna, the perfect wine is easy to find.

Eric and Vicki Emery researched many different business opportunities following Eric’s retirement from the Navy after a 28-year career. His last assignment, as Command Master Chief of Naval Station Everett, brought them to the Pacific Northwest and the couple decided to make Marysville their permanent home.

“We considered restaurants and various retail franchises, and even looked into opening a tanning salon,” said Emery. The couple finds it ironic that their new store is located next door to an established tanning business, Chez Soleil Tanning Salon.

The WineStyles franchise was interesting, but the company, with 183 stores nationwide and five others in Washington state, wanted to establish a foothold in a major metropolitan area.

“We had to convince them that Marysville would support a store like this,” said Emery. “It took some negotiation, but they finally agreed on the location.”

Because a licensed restaurant is not allowed in the shopping center, the couple faced more negotiations with the center’s management group. They are allowed to pour wine by the glass, and they serve appetizers for weekly tasting events but there’s no full-time menu available.

Even though the store has only been open a few weeks, tastings are already proving popular. Special events are planned each month and announced on the company’s Web site (www.winestyles.net/Marysville).

WineStyles patrons can join the Wine Club to receive two bottles of wine each month, accompanied by tasting notes and suggested food pairings. Members also receive special discounts and invitations to private tastings and special events.

The Emerys also offer a variety of accessories including customizable gift baskets, hand-created by Vicki, and many exclusive wine-related items including private label chocolates and coffee created to match the company’s eight style categories.

The location of the new business is ideal for the Emerys, who are active outdoor enthusiasts. “When we’re not here, we’re out there,” said Eric, indicating the Cascade mountains. “We’ve climbed Mt. Pilchuck a number of times, and we’ve made an attempt on Rainier but had to turn back because of weather.” The family, with 18-year-old daughter Amanda and 16-year-old son Eric, love to snowboard and kayak as well.

The WineStyles Marysville location is open from 11 a.m. to 8 p.m. Monday through Saturday. To contact the store directly, call 360-658-4850 or visit www.winestyles.net/marysville.