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Christopher Record (right) of DeVine Wine Services is seen here with, from left, Shari Lobo of Stansfield Scott, Gustavo González of Robert Mondavi Wine Maker, Mark Hart, chief executive officer of Caribbean Producers, and Tom Tyler, chairman of Caribbean Producers, at a December 5 wine dinner in Kingston.

Sabrina N. Gordon, Business Reporter

DeVine Wine Services, a new company founded less than two years ago by sommeliers Christopher and wife Kerri-Anne Reckord, has created a niche with the introduction of classes in wine tasting and appreciation, delivered in cocktail settings in Kingston.

The idea, according to Christopher, is to develop in Jamaica and the broader English-speaking Caribbean a more sophisticated wine market.

"It was created to inspire wine lovers to broaden their horizons and try different types of wines, while also demystifying the topic of wine through wine classes and wine-related events," he told Sunday Business.

Reckord said the business is mostly knowledge based - meaning he has no heavy investment in capital equipment.

The company's real capital is in the expertise that the Reckords have developed.

Both Christopher and Kerri-Anne were educated as sommeliers and certified by Johnson and Wales University in Florida, United States, which runs a culinary school.

At startup, the Reckords poured approximately $500,000 into educational material and membership fees to professional wine organisations, with an additional $400,000 for inventory of stemware, wine books and other wine-related items.

Classes growing

The classes were originally in groups of about 10, but have since grown to about 20-24 per session, Reckord said.

DeVine also acts as consultant for events such as wine dinners and wine and cheese tasting.

Included among his consultancy clients, said Reckord, are Lascelles Wines and Spirits, Caribbean Producers and 1876 Wines.

DeVine, which was formally registered in 2005 by Christopher and Kerri-Anne - the two principals in the business - is based at the sommeliers' home, with classes held at Eden Gardens on Lady Musgrave Road or at the Liguanea Club in New Kingston every other month.

The classes are four hours long, offering instruction on how to taste wine like a professional, by sampling eight to 10 major varietals from different countries, in an interactive setting.

The Reckords claim that by tasting the wines and smelling them side by side with 'scent cues', one is able to learn how to identify basic elements of a wine, including tannin, acidity, and how to describe different tasting characteristics.

A varietal is a wine made from a single or specified variety of grape.

Instruction also covers topics such as how grapes become wine, the major types and styles of wine, what stemware to use with various varietals of wine, how best to store bottles, and the correct temperature at which to to serve particular wines.

Classes cost approximately US$50 or J$3,600, but DeVine is also considering adding new material and relocating, which could push the fees to US$60 or J$4,200.

Instruction is delivered in one session - called Wine 101 - but Reckord said he will be offering advanced classes leading to certification of wine specialists, in collaboration with the Society of Wine Educators, based in Washington D.C.

Reckord has one more examination to complete at the society to gain certification as a specialist of wine, and qualify him to administer the exam in Jamaica.

Jamaica's wine market, which is largely supplied by imports, has grown, based on anecdotal accounts, in the range of 50 to 150 per cent over the last year, said Reckord.

Still, while consumption appears to be increasing, he said, wine was not appreciated enough in Jamaica because palates are basically untrained.

"Much of the initial difficulty in wine appreciation is that most of us are not taught to think about what we smell and taste," said Reckord.

"For example, a person tasting chicken or curry goat," he said, "might say 'This is good', but we don't say, 'Wow! This is great with a minerally charred character and hints of garlic.'"

Since the business was established, Reckord said he has had up to 400 people accessing DeVine's services for both wine classes and events.

Wine club

He has also started a wine club, operated by DeVine, whose members pay a fee of $4,800 per quarter or $1,000 per visit.

The 20-member club meets at the home of members but is in negotiation with a hotel for a more permanent meeting venue.

Reckord also has a wine column in the quarterly international magazine JamaicanEats published by Sweet Potato press in Canada, The United Kingdom, The United States and Jamaica.

susan.gordon@gleanerjm.com