by Caroline Gabsewics
Staff Writer
When Peter Miller was searching for a franchise to open, he stumbled upon a concept that he has never seen before — and something that Jacksonville has never seen before.
Tastings, A Wine Experience is what it says it is. The wine bar/restaurant allows customers to experience and taste as many types of wines as they wish, but in a unique way.
Tastings got its start in St. Petersburg and just recently the founders and owners decided to franchise Tastings. Jacksonville is the second location and a third will open in Dallas soon.
“I found it (Tastings) by accident on a franchise brokers Web site and this popped up,” said Miller, who owns Jacksonville’s Tastings with his wife Elizabeth. “It was something different, unique and real interesting.”
Miller and his wife moved their family to Jacksonville last August to get away from the hustle and bustle of New York City. They visited friends in Jacksonville frequently and thought it would be a nice change.
“It definitely is an underrated city, but it is rapidly growing,” said Miller.
Last September, Miller met with the Tastings owners in St. Petersburg and he immediately knew he wanted to bring a franchise back to Jacksonville.
“I spent a few days with them and I fell in love with the place,” he said. “It is a brilliant idea.”
Miller opened Tastings on the Southbank in a building between the Wyndham and the Chart House June 1, but its official grand opening is this weekend.
What sets Tastings apart from other wine bars is the tasting stations.
“It is all built around technology,” he said. “The wine dispenser machines enable the customers to taste fine wines that are not typically available.”
When customers arrive they have the choice to sit in the bar area or use the tasting stations. At the bar, customers can order wine, beer, champaign and food.
But the tasting stations work a little differently. A customer can use a “Tasting” card and put as much money as they would like on it. The customer will also receive their wine glass. There are two circular tasting machines and one machine that lines one of the walls. In all, there are 64 different wines on the machines, but Tastings stocks 120 wines total. So, if a customer sees a bottle of wine they want to try, Miller can attach it to the machine.
Next, the customer sticks their “Tasting” card — which looks like a credit card — into the machine. A screen shows customers how much money is on the card.
“You can choose by pushing one of the three buttons whether you want a taste, half glass or a full glass,” said Miller. “It gives you the ability to taste a variety of different wines.”
When one of the three buttons is pressed, the screen will show the customer how much money will be taken off their card. For a taste, it can cost as little as $1.50 depending on the type of wine, he said.
“You can taste wines that you have seen, but wouldn’t pay the price for,” said Miller. “I had a customer tell me it was like Disney World for wine drinkers.”
If a customer finds one they like, Tastings has all of the bottles available for purchase.
“Bottles are available by the bottle at retail price, not restaurant price,” said Miller.
The ambiance at Tastings is very welcoming and relaxing with dark, warm colors and comfortable leather couches and high-top tables.
“After you have tasted some wine you can sit at the tables or couches and read about the wine you have tasted,” said Miller about the information books that tell the customer about all 120 wines Tastings has available.
The walls are decorated with wine-inspired artwork by Leanne Laine of British Columbia. Tastings is the exclusive United States gallery for Laine. Miller said he already had to order more because many have already been sold.
In just two weeks of being open, Miller cannot believe how well Tastings is doing.
“The reaction has been phenomenal,” he said. “I already had a private party of about 100 people.
“Besides the business aspect, the reaction from the local community has been great.”
Miller added that the other businesses have been very welcoming and they are excited Tastings is here.
“Everybody has been very supportive — the Wyndham, the Chart House, Mortons,” he said. “If we keep up the rate that we got started, we’ll be very successful.
“There are a lot of great wine bars, but this one is just a little different.”
Tastings is for everyone, he added, whether they are an amateur wine drinker or very passionate about their wine.
“I tell our customers to ‘go play.’ We’re all about having a good time and the ‘tastings’,” he said.
Tastings’ hours are Monday-Thursday 11 a.m.-11 p.m., Friday and Saturday 11 a.m.-1 a.m. and Sunday 11 a.m.-9 p.m.