Tastemaker George Cossette
WHERE TO FIND HIM: Silverlake Wine, a shop he co-owns with Randy Clement and April Langford.
HOW HE GOT THERE: During his tenure as Wine Director at Campanile restaurant in Los Angeles, George met Randy and the two began planning a joint venture with April. The store opened in February of 2004, and continues to grow in size and popularity.
HOW HE SELECTS WINE FOR THE STORE: “My philosophy is to do wines that no one else would have.” George explains that he tells wine reps. what not to bring, and the rest is all about tasting. “We like to have wines that represent the place they are from as well as family wine producers, small wine producers, and artisanal producers - people that are doing things in a very unique way or a very traditional way. ”
WHAT MAKES THE STORE UNIQUE: The uniqueness of the wines and the store setup require the staff to have a lot of interaction with customers, George believes. Citing their experience in the restaurant business, George explains that he and his co-owners are careful listeners and very social with patrons. “That point of view has been instilled in us from our previous jobs and, therefore, we consider ourselves merchants.” In reference to the people who meet and interact at the store’s tastings, he observes,” We have a self-perpetuating social system independent of us.”
ON THE STORE’S ATMOSPHERE: “Randy and April met our architect Anna Henton, who works right across the street, at a chamber of commerce meeting.” George notes that she agreed to help them under the condition that she is able to approve all of the decorations in the store. Her inspiration for the unique racks in the center of the room, he says, was a table filled with wine bottles after a dinner party. “We don’t do posters, we don’t do artwork, we don’t do fliers; it’s all airy and clean and not intimidating.” Indeed, George emphasizes that it is very important to him that patrons do not feel intimidated. “We do not condescend to people.”
ADVICE FOR NEWBIES: George observes that many new wine enthusiasts start the conversation by saying, “I don’t know anything about wine.” As an analogy, he offers, “If you are in a jet and you are flying to New York, do you go up to the pilot and say, ‘I’m so sorry, I don’t know how to fly a jet airplane?” George always assures customers that it is his job to know the wine. A job he does very well.
