Dive Brief:
- Raley’s director of alcohol and beverage Curtis Mann has been certified as a Master of Wine, according to a company press release. The accolade is the most prestigious wine certification in the world, with only 396 masters globally and 53 in the U.S.
- To earn the certification, Mann had to prove his theoretical knowledge and practical skills around the art, science and business of wine with an exam and research paper. The Master of Wine exam was first administered in 1953.
- Mann has been with Raley’s as the company’s wine buyer since 2013, where he gained much of his expertise on the subject. In his role, he travels the world to find new wines and meet with winemakers.
Dive Insight:
Wine is an integral part of Raley’s stores across Northern California and Nevada. With its close proximity to multiple wine regions, the grocer places particular emphasis on local wines and winemakers but also looks to Mann to establish relationships internationally and bring in vintages from around the world.
Raley’s has made multiple efforts in-store to showcase its wine department, from educational in-store wine tasting to staffing stores with wine stewards. Though Mann has been with the company for several years, his elevated level of expertise will appeal to both wine-savvy shoppers and those who are looking to learn more about wine and want guidance from a true connoisseur.
Under Mann's leadership, Raley's has made multiple efforts in-store to showcase its wine department, from educational in-store wine tasting to staffing stores with wine stewards to help customers find the right bottle. The London-based Institute of Masters of Wine said these initiatives have helped Raley's boost sales in the category over the past several years.
“The wine press has noticed his [Mann's] efforts with awards such as the 2016 Wine Enthusiast Wine Star Award for U.S. retailer of the year and the 2018 Market Watch Leader Award," the institute noted in its announcement.
Though Mann has been with the company for several years, his elevated level of expertise will appeal to both wine-savvy shoppers and those who are looking to learn more about wine and want guidance from a true connoisseur.
Mann is the first Master of Wine in Sacramento, California, and currently, the only one in the U.S. who is buying for a grocery chain, Raley’s said. Discount grocer Lidl previously employed Master of Wine Adam Lapierre, though he left the full-time role in 2018, according to LinkedIn, and now consults for the company.
While wine remains an important high-margin category for retailers, wine consumption dropped 0.9% last year for the first time in 25 years, according to analysis from IWSR. The drop has been attributed to a generational shift, though private label wines are performing well, having more than doubled in size in the last decade.
