The PRIMA Vini VINE Monday, October 7th

The PRIMA Vini VINE Monday, October 7th

The PRIMA Vini VINE

Monday, October 7th
PRIMA Vini Dublin- 6890 Village Parkway,
Dublin, CA 94568, 925-945-1800
Closed Mondays Through October 14th
Tuesday through Saturday, 10–6,
Open 24-7 at www.primavini.com


Meet the Anti-Social-ite!

Hello, my name is Frank Rothstein and I’m a Luddite. Well, maybe not a full-blown Luddite because, after all, I am sitting at my computer writing the weekly PRIMA Vini VINE. What I really am is ‘tech-challenged’, especially when it comes to smart phones and all the apps that govern our lives. My biggest flaw, when it comes to using modern technology, and there are many, just ask my wife Ellen, is my aversion to embracing social media. I hate the whole idea of social media! There, I said it and I feel much better for sharing that bit of personal information. (Oh, my god! I just posted something about myself.)
While that sentiment is practically heresy in this day and age of sharing everything, all the time, to all the world, I’m a very private person and do not feel the need or desire to post all my activities and share all my opinions. I often cite my age (I just turned 72) as an excuse for not joining the social media revolution via Facebook, Instagram, WhatsApp, Pinterest, You Tube and all the rest. I did not grow up with a ‘super-computer’ in the palm of my hand so it’s not second nature to me as it is with younger generations. Unfortunately, that excuse goes out the window when I see other older adults navigating social media platforms with the greatest of ease. (Maybe, they’re really space aliens masquerading as human beings.) So, as much as it pains me to admit, social media is here to stay and I might have to learn a thing or two about it, if for no other reason, I’ll be able to stay in touch with my new granddaughter, who just turned 18 months old. She probably already has her own website and a job as an Influencer.

Luddite
You might wonder what this confession has to do with anything in particular, especially since I’m speaking to a customer base of wine buyers. The real thrust of this weekly missive is to comment on the use of social media in the wine industry. Initially (some 20 years ago) these two entities made for very strange bedfellows. Like everyone else, the wine business pondered how to take advantage of this blossoming technology in order to reach new customers and sell more wine. Any business, even a small, privately-owned retail operation like ours, had to have a website and eventually a Facebook and Twitter account, among others. You know, all those icons in a row at the bottom of the home page. I didn’t use them, nor did I even know how to use them, but I recognized that it was absolutely necessary to have them.
These days, the use of social media platforms is integral to the marketing efforts of any and all wine companies, from retailers to importers, producers to advertisers. One study I came across estimates that 45% of wine consumers actively use social media. The tricky part comes in trying to stay current, reach a wider audience and truly connect with those wine drinkers. There is tons of information online about this very topic but the common themes seem to be: personalize the experience, post unique, engaging and educational content (like videos that provide a rich experience for the customer), use your marketing budget to cast a wide net, hire a social media specialist, employ the talents of an Influencer and, last of all, pay attention to the analytics to make sure your efforts are paying off. Easy to say but very difficult to accomplish.
No one will ever hire me as a social media specialist so I’ll have to be content as a broken-down, mature (not old) wine merchant. Embracing ‘old school’ methods, I wrote most of this newsletter on scratch paper during my morning commute on the BART train. I was so engrossed that I missed my transfer station but, hey, when it comes to passion for wine and good, old-fashioned customer service, I’m your guy.

All Friday Night Tastings are $25 at the door
and run from 5:30-7:30 PM
  • New on the Calendar

Tuesday , October 15th, 4pm to 6 pm :
An special $10 tasting with Rust en Vrede winery
from South Africa
Rust en Vrede is a historic South African winery, dating back to 1694 and known for its Cape Dutch architecture. The Engelbrecht family, who took over in 1977, focuses on producing only red wines, specifically Cabernet Sauvignon, Syrah, and Merlot. Join us for a special Tuesday afternoon—because let’s be honest, who can say no to a drink on a Tuesday?

  • Friday, October 25th- An Evening in Piemonte with Giacomo Bologna-Braida

The late Giacomo Bologna did more to promote the Barbera grape to the world than anyone else in his native Piemonte and his daughter Raffaella and son-in-law Norbert continue to carry the flag.

  • Saturday, October 26th- PRIMA’s Annual Halloween Bash

Stay tuned for all the details

  • Saturday, December 7th- PRIMA’s 37th Annual Champagne Extravaganza

It’s not that far off! Mark your calendars….


ANY TIME WE’RE OPEN
COME SEE WHAT WE’RE POURING IN THE PRIMA Vini WINE BAR!
We change the wines we pour by the glass week frequently so there’s always something interesting and fun open. Or pick a bottle up off our shelf, wine fridge or Enoteca! If it’s under $50 on the shelf, there’s only a $15 corkage and if it’s over $50, hey, we’ll waive it! Or do what the ‘Back to School Moms’ did last week and bring your own group, a bunch of your favorite fixins’ from one of our fine local restaurants and take over the place! And, coming soon, the East Bay’s first Italian Pizza Vending Machine. Whaaaaat?

PRIMA WINE BAR’S BY THE BOTTLE SPECIALS
We’ve chosen a half dozen really special wines you can enjoy at our tasting bar with no additional corkage!
Order a pizza or some takeout to be delivered here and ask us to pop a bottle of one of these half dozen really special wines you can enjoy at our tasting bar with no additional corkage! These are not available by-the-glass so bring a friend or two or come thirsty~
2018 Antica Fratta Franciacorta Saten $45
2023 Spottswoode Sauvignon Blanc, Napa/Sonoma Counties $48
2020 Fattoria Felsina Chianti Classico Riserva $40
2022 A. Rafanelli Estate Zinfandel, Dry Creek Valley $60
2022 Williams Selyem Pinot Noir, Russian River Valley $65
2019 Oddero Barolo Classico $67

Hot Deals for a Hot Week

Here are some fantastic wines at cool prices to help you survive (and enjoy) the last heat wave of 2024—fingers crossed it's really the last one!
2023 Jadix Picpoul de Pinet, Languedoc

– Regular Price: $18.99 –
Special Price: $15.99

I don’t know about you but I’m loving lower alcohol wines more and more these days because they’re so easy to drink, either on their own or with the lighter foods of the season. Picpoul de Pinet, from southern France, overlooking the Mediterranean, is a perfect example of the lively, bright, fresh and crisp wine that comes out of this popular appellation. Enticing citrus fruit aroma with nuances of spring flowers, ripe pears and crushed minerals; I recommend that you stock up for the upcoming holiday festivities. Hey, it’s cheaper than a trip to the French Riviera.


2023 AXR Sauvignon Blanc, Napa Valley

Regular Price $34.00,
Special Price: $29.99 28.99

Those of us of a certain age remember the wonderful Napa Valley Sauv Blancs of yore- Cakebread, Whitehall Lane, Spottswoode, Honig, Duckhorn and others are just some that come immediately to mind. These are all beautiful, exciting wines that manage to balance the variety’s native pungency with copious fruit flavors and, often, just a touch of oak to add texture and roundness to the palate. Recently a relatively new interloper has found its way onto our shelves- a Sauvignon that positively shimmers with bright enticing aromatics, lovely jasmine tea-infused fruit and the kind of finish that demands you go back for another sip. And it’s priced right too! Winemaker Jean Hoefliger, already a blossoming superstar with a reputation for making elegant, much-acclaimed reds, clearly has a way with SB too. Perfect for your late summer sipping, it’s delicious on its own, though we think a warm goat cheese and fresh herb salad would make for the perfect pairing. But how about a classic sole Meunier? Swoon-worthy, for sure! It was a great surprise to discover AXR, a Napa Valley Sauvignon Blanc that hits all the high notes at a price we think that’s as refreshing as the fruit. The brand-spanking-fresh 2023 vintage has just arrived. Get it while it’s coooool!

2023 Sonoma-Cutrer Chardonnay, Russian River Ranches,
Estate Bottled, Sonoma Coast

Regular Price $23.99,
Special Price: $21.99

Location, location, location! We discovered not too long ago that Sonoma-Cutrer’s top-quality Russian River Ranches cuvee is largely sourced from the Chardonnay vines planted on either side of the driveway that runs up to the hill to the very Winner’s Circle-Vine Hill Ranch vineyard that has produced some of the Russian River’s most iconic wines, including those from the likes of Kistler, Kosta-Browne and PRIMA’s own much-revered Reserve Chard. That’s some very classy real estate! No wonder the wine is so good! And while Sonoma-Cutrer does produce far more of a Sonoma Coast Chard from other sites around the Valley, it’s the classy Russian River Ranches that truly raises the bar for quality and value. It appeals to both lovers of a more restrained Burgundian-style of Chard and those who prefer more horsepower, oak and panache in their wine. Utterly delicious, it’s our largest selling Chardonnay for a reason- it’ll please everyone in your crowd.

2023 Ameztoi ‘Rubentis’ Rose, The Basque Country


– Regular Price: $27.99 –
Special Price: $23.99

This is one of our favorite roses, year in and year out, because of its unique grape varieties, Hondarrabi Zuri and Beltza, and its unusual provenance, situated in a lush green belt overlooking the Atlantic Ocean in ‘green’ Spain, not far from Bilbao and San Sebastian. Lovely, bright pink color, aroma and flavor of perfectly ripe strawberries and a lively crispness; perfect for enjoyment with our current hot weather.

2022 Bernardus Pinot Noir, Arroyo Seco

–Regular Price: $36.99 -
Special Price: $26.99

If red wine is still your thing, even during our heat spell, then the Bernardus Pinot Noir will provide exemplary service with its soft, lush texture and bright, fresh fruit flavors. Made by Bernardus Winery in Carmel Valley, one of Monterey County’s best producers of Pinot Noir, they source fruit from Arroyo Seco to make this reasonably priced, easily accessible Pinot.