Every other week, as regular readers know, Terroirist poses 16 questions to a wine shop owner. This week, we’re featuring Chris Battles, co-owner of Morro Bay Wine Seller.

Under the shadow of the massive rock that sits in the bay that the store is named after, Chris and his wife Vicky have created an amazing wine selection within a friendly and welcoming wine-buying environment.  The couple’s passion for wine started well before the two took on the challenge of running the store by themselves and was nurtured over years in the hospitality industry.

Having the advantage of one of the most picturesque backdrops wine shop owners could ask for, Chris and Vicky certainly are making full use of their location.  One of the “Nine Sisters,” the 576-foot high volcanic plug known as Morro Rock draws tourists from far and wide to enjoy the natural beauty of this once sleepy fishing town.  And with such a bounty of wine regions in proximity, it’s no surprise that oenophiles flock to the area to pleasure their palate.

Check out our interview with Chris below the fold…

How did you end up owning a wine shop?

A friend of mine was looking to start a business locally. A young couple had opened a wine shop and needed to sell due to family needs out of the area. My friend approached me with the idea of buying the store. I had been the wine director (and still hold that position) at Windows on the Water restaurant here in Morro Bay for several years. I had the experience and knowledge of creating a well-balanced selection of wines and knew the ins and outs of the wine industry. We ended up turning a gift shop with wine into an exciting wine shop and tasting bar that became a real destination for wine enthusiasts.

What makes your store unique?

I have my advanced certification from the WSET (Wine & Spirits Education Trust), which is like having your own Sommelier at your disposal when you come to the shop. We have a wine for everyone, whether you are a wine geek or a complete novice. No matter where you are in your wine adventure, we treat every one with care and respect. Our location is definitely a big plus. We have a magnificent view that overlooks Morro Bay Harbor – -one of the most picturesque views anywhere.

What are the biggest challenges in owning a wine shop?

We are completely owner-operated, my wife and I do it all. We are open seven days a week, so we are here every day, doing every job necessary. Also, it’s challenging to change the perception that specialty wine shops are “snobby” or pretentious. We let people know that we aren’t here to judge them based on what they like or drink. We tell them “Drink what you like, and like what you drink” We are here to try to help people discover new favorites and figure out what they like and don’t like, and understand why.

How do you stay up to date on wine news and trends?

I read publications periodically, but most of the info that I trust and respect is from vintners and winemakers. They are out in the wine world and see (smell and taste) what’s happening out there.

Chris Battles

What wine regions or varietals are you most excited about right now?

I am most excited about our own Central Coast, primarily San Luis Obispo County. It is growing rapidly and we are producing such a very diverse selection of wine grape varieties. There are so many different micro-climates, we can grow just about any varietal, and we are. I am excited about the types of wines. We are producing more “non-traditional” blends here more than anywhere else in the world. Varietals that excite me are Albariño, Verdejo, Verdelho, Grenache Blanc and Grenache Noir.

Where do you look for new wines – and how do you decide which ones to sell?

Since we are here at the shop every day, we don’t have the opportunity to go out to the wineries. We have wine reps that visit the shop on a weekly basis and pour their wines, and from those wines we choose most of our selections. Sometimes I will buy a wine without tasting it, just based my experience with a winemaker’s talents. I’ve been told by many that I have a very good palate and that I’m objective about wines. I don’t buy wines for myself. I have been selling wines in this area for over 12 years, so I’m familiar with the local wine market. I buy wines that are well-made for what they represent, have a sense of balance, they are what most consumers look for in their wines. I do like to put “different” wines on the tasting bar to introduce people to wines they would never buy without tasting first; wines like “pink” wines (dry Rosés) in screwcap closures, dry aromatic wines like Torrontes or dry Gewürztraminer.

Tell us about some of the best perks you’ve taken advantage of as a retailer when traveling to wine regions.

We don’t get to get out much, but we have been able to take advantage of winery guesthouse accommodations. Barrel-tasting from the thief is one of my wife’s, Vickey, favorite part of getting out to the wineries.

Do you stock old and/or rare wines? Which currently stocked bottle excites you the most?

Vickey Battles

We do not stock older vintage wines. I feel it’s the consumer’s responsibility to cellar and age their wines. I like so many of the selections we currently have in stock. A couple new arrivals that stand out are 2010 Abrente Albariño from Morgan Twain-Peterson and Michael Havens (Carneros, Napa Valley), and 2009 Lane Tanner “Bien Nacido” Pinot Noir. It’s Lane’s last vintage (she’s retiring) and she was kind enough to hold some of last vintage for us.

Are you a collector? Tell us about the wines you bring home.

I am not a collector. I have some great wines at home that I look forward to opening in the coming years, but not a lot wines. The wines I typically bring home are between $15-21. I drink predominately white wines; Grüner Veltliner, Viognier and White Rhône blends, Sauvignon Blanc/Semillon blends. When it’s red, usually Pinot Noir, Grenache Noir or Dry Rosé.

What’s the wine that got away? In other words, has anything ever passed through your store that you wish you had held onto for yourself?

I really don’t get fixated on a brand or vintage. I am definitely not a “score-whore”. If I can’t get my hands on the #1 wine in the world, I won’t lose any sleep over it. If wine sells out, there is always some other amazing wines out there trying to find a home.

What was the last wine you opened for a special occasion?

I drank a bottle of 2006 Bodegas Mas Alta “La Creu Alta” (Priorat, Spain) for my birthday this last May (Yum! – I did share).

How can a customer signal that he or she is knowledgeable about wine, so you steer them to something a wine geek would appreciate?

Walk into my shop and ask where the Muller Thurgau section is?

If a customer presents him or herself as not knowing that much about wine, do you steer them to interesting and unusual or recognizable? Why?

I will ask a few questions about what they like or what they typically drink. I try to find the “right” wine based on the info. Sometimes it can be an unusual wine but I’m just trying to satisfy the guest. If you get them what they feel is a good wine, you build trust and confidence and from there you can try to turn them onto something quite different next time.

Any tips for finding a good bargain?

Shop with your local wine store. Most are staffed with knowledgeable people that have tasted the wines first and usually stock some great bargains. Remember, a bargain doesn’t always means it is inexpensive, it just means you’re getting a great bottle of wine for the money.

Do you advertise scores from publications like Wine Advocate, Wine Spectator, or Wine  Enthusiast when bottles you stock do well? What’s your take on the current push back  against scores?

I don’t sell wines based on scores. I don’t think there’s anything wrong with posting scores with the wines. It helps a lot of wine shops sell certain wines. I believe if one wants to buy wines based on scoring, you need to find a critic or publication that has a similar palate.

Do you have any special events – like weekly tastings, winemaker dinners, or classes? How much do they benefit your business?

We have special events 2-4 times a month. These events include inviting winemakers to come and pour their wines and talk about their craft. Also, we have events that focus on a varietal or a wine-growing region anywhere in the world.

Benefits of the events are getting people into the shop and getting them excited about trying something new; people love meeting the winemaker, it makes them feel connected to the wine and they remember that experience and they tell their friends about it; and the events help with gross sales, it brings additional sales in for the day. My motto is drink globally, shop locally!