Big shout out to the folks at the Wall Street Journal for recognizing out little shop this weekend. In a question about temperature control, they referenced 56 as a champion of all things chilly. We appreciate the love...
Below is my newsletter to our clients about the article and why we freeze our butts off at 56...
TEMPERATURE RULES! ASK THE WALL ST. JOURNAL...
Despite the name of the store, sometimes folks come in shocked at the temperature. "How can you stand it in here?” the common question heard. Quite honestly, we care more about your wine than we do our own comfort. It's that important. Just take a look at the recent Wall Street Journal article by Dorothy J. Gaiter and John Brecher, where they tackle the question of storage temperature and champion our store as a place to get perfectly stored wine. They explain superbly what we've know for quite a while; temperature is of paramount importance. So critical that we staked our name on it.
The bad things that happen to wine occur at breakneck speed when the temperature rises. Produce is kept cool at the supermarket and during transport so the food stays fresh and allows the natural flavors to shine. Wine is no different. We want to provide you with the brilliant flavors the winemaker coaxed from the fruit that was naturally and carefully harvested. And while we have many offerings that are rarities, we care just as much about the storage of the $12 white from the Touraine.
We'll gladly suffer for our winemakers art and your pleasure.
Director of Wine
JCB the 4th