The Inside Story from Italian Wine Merchants

IWM’s Secret Wine Cellar

Posted on | May 2, 2016 | Written by Janice Cable | No Comments

Most IWM clients have never visited our cellar. They just know that their wine magically arrives in the dumbwaiter, gets tenderly wrapped by a sales associate, placed into a happy maroon box, and that’s it. But below the wooden floor of the IWM showroom sits a magical wonderland of wine and cellarmen. This is their story.

This picture shows your hypothetical bottle of Barolo. You want to buy it because it does look lovely on the shelf and you know it’ll be tasty; however, you don’t get this actual bottle of Barolo. Yours comes from the cellar, and your IWM sales associate sends the order downstairs, where it is received by one of several workers.
The workers downstairs in the cellar work really hard.  They don’t just fetch your bottle of wine (and mine); they also catalog, unpack, pack up, organize and otherwise keep the warren of the cellar in manageable order. It’s tight and cold in the cellar.  Shelves are crammed with bottles, making the space seem smaller than it is. The fans are loud and there are many, many boxes.

The boxes are, frankly, drool inspiring. If you look at this picture of Gaja and Sassicaia crates and don’t feel lust in your heart, you’re probably reading the wrong blog.

Likewise if this picture of shelves of Dal Forno don’t make you feel a bit like snatching and running..

The best part of the IWM cellar–other than the proximity of that much wine–is the link between the cellar and the store: the dumbwaiter. There’s a childlike wonder inherent to dumbwaiters, a kind of now-you-don’t-see it/now-you-do household prestidigitation. I also love that the IWM dumbwaiter is crafted from an Ornellaia box. It’s perfect that wine arrives in the casing of one of the most enchanting Super-Tuscan wines. Look down the shaft of the dumbwaiter and seeing the wine and the workers. It’s not quite seeing the White Rabbit or the Keebler elves, but it’s magical all the same.

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