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NM: What's the story of the Sideways Wine Club? What led to its inception? How is it different from other wine retail enterprises?
DC: I'd been working in corporate America for two decades, growing increasingly disenchanted and at the same time had been unable to tear away from the lucrative cash flow. I began working in tasting rooms on the weekends, just to keep learning about wine, but it wasn't until the dot-com meltdown of 2001 that my cash flow was severed and I decided to launch my wine career.
At first I leveraged my professional background by offering marketing services to wineries. For one client — Bonny Doon Vineyard — a six-week project expanded into 2 ½ years. It was more fun than most people ever get to have at work (or with their clothes on, for that matter!) but it also made me realize I couldn't reach my financial goals while consulting for wineries.
Coincidentally, the movie "Sideways" had come out in October and was well established as a surprise hit and likely Oscar nominee by December, so after the first of the year I began making inquiries about launching my own wine club under the Sideways license.
How does it differ from other retail enterprises? It may sound trite, but the real difference is the people involved, more than simply its unique brand. Very few enterprises have a face behind the brand. I mean, who can you contact at Wine.com? Wine Commune? BevMo? Even some of the great wine retailers are completely anonymous, especially online, and some of the best local merchants are nearly invisible online. We still have humans on the front lines, my name on every email, and a personal reply to each inquiry. More than our unique brand, that's what differentiates us!
NM: What prompted you to begin teaching classes now? What do you hope to accomplish with your classes? What's your favorite aspect of teaching them?
DC: I hosted wine classes and tasting groups throughout the 90's, but by 1999 my work load became oppressive and eclipsed my wine classes (each of which required 20-30 hours in preparation). But when I got involved with the wine shop "Tastes of the Valleys" in Solvang, I began teaching again, and remembered how enjoyable it was to share my enthusiasm with others.
It was a casual meeting with an old friend that resulted in the monthly "Third Tuesday" classes at Reaves Gallery in San Francisco. The gallery space limitations mandate small, intimate classes of 10 - 15 people. The classes have developed a nice group of regulars who look forward to catching up and sharing new wine discoveries each month. I love it!
NM: Future plans or changes for the club? For the classes?
DC: There are so many things to talk about! I am always looking for ways to break the model and re-invent what I'm doing. That assures that I remain both enthusiastic and prepared for whatever comes next in our industry.
NM: And what might that be? What do you see for the future of wine?
DC: My top predictions for the wine industry in ten years? I will be very different. Look specifically for a new wave of opinion leaders as well as a vastly different distribution landscape. Watch for mobile computing and other forms of electronic communities to have increasingly significant roles. Moderate consumption of wine will be increasingly recognized as a healthy part of a daily diet, so watch for wine to grow ever more common on our dinner tables at home.
Of course, it all remains to be seen. But one thing's for sure: with his unassuming air and infectious enthusiasm, Dave Chambers is doing more than his share to make wine fun, easy, and approachable, allowing his customers to make the most of an otherwise confusing experience.
For more detailed information, visit Sideways Wine Club online or email Dave Chambers.
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