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Andrew
Steele, GM of Shangri-La (M)with Aman Dhall of Brindco
(L) With the Enomatic machine in
the background |
The Enomatic wine dispensing machine 'invented'
by two Tuscan entrepreneurs in 2002, was launched at the
Orient Bar last Saturday. Talking with Subhash Arora,
Andrew Steele, the General Manager of the hotel, explained,
'we want our customers to have the freedom to taste several
wines without burning a hole in the pocket. Whereas with
other pumping systems wine flavours don't last for over
24 hours, this machine will keep the wine fresh for up
to 4 weeks.'
How much sales growth does Andrew expect? 'That is
difficult to say. We feel we have an obligation to our
customers the choice of tasting wines that they might
not be able to afford otherwise. Sales increase will
come later. We have already ordered 2 more machines.'
Importer of the machine, Brindco already has orders
from ITC and J W Marriott for the machine, according
to the Director, Aman Dhall. 'We are also developing
software for the machine so that the hotel guest can
use a debit card and dispense wine according to his
wish.'
 During
a visit to Greve in Chianti a couple of months back,
I had been to the Enoteca Anticha in the Piazza. Besides
offering excellent prices, the biggest Enoteca in Chianti
had over a dozen round station machines stocking wines
from the cheapest to very high quality wines. It also
offered specialized wine stations -one was totally dedicated
to Chianti Classico while the other dispensed Brunello.
White wines were chilled to 8-10° C and the reds
were at 16-18° C.
The serving station at Shangri-la though is horizontal.
It consists of 4 modules, seamlessly interconnected,
with each module holding 8 bottles. Two modules are
for chilled wine, one on each side, while the middle
station has two modules that can mount 16 bottles. Any
bottle shape can be accommodated.
At a cost of each module at around 3.5 lakhs for chilled
wines and Rs.3 lakhs for the other (duties and VAT extra),
it is not exactly a vacuum pump that you are talking
about. But the flexibility due to longer storage (the
company recommends 20 days storage after the bottle
is opened) and higher sales at the profit margins of
300-500%, the payback period can be quite low.
The customer has the advantage of tasting different
wines before ordering the bottle that may not be to
his liking. Many restaurants sell tasting flights for
reasonable amounts but keeping the flavour and freshness
is difficult beyond a few hours.
Shangri-La will offer wines costing as low as Rs.250
a glass to Pagodas Cos d'Estournel, the second wine
of the Second Growth in St Estephe, Bordeaux (cost Rs.
2500 for 125 mL glass). Quantities of 50mL,125 mL and
225mL are available.
Time is not far (one dreams!) when the restaurants
and wine shops will be able to offer fresh wine by the
glass.
Subhash Arora
December 10, 2007
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