The Inside Story from Italian Wine Merchants

IWM’s Secret Wine Cellar

The IWM difference–our temperature-controlled cellar and our cellarmen

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.

Where Your Wine Lives, a Trip to the IWM Cellar

It’s perfectly chilly

When you walk into IWM’s showroom, you only see one bottle of every wine. The reason for this singular presence—aside from showing off each bottle like a jewel in a collection—is that a temperature-controlled cellar is both literally and figuratively the foundation of IWM. Underneath our showroom’s floor sits a bounty of gorgeous wine perfectly kept at correct temperatures. Only when you buy a bottle does it take a magically journey arrive in your awaiting hands.

For example, you see your hypothetical bottle of Barolo in the IWM showroom. 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. I always get a scary acquisitive itch in my palms when I go to bookstores.  Walking into the IWM cellar was the first time I got that feeling with wine. 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 Sassicaia doesn’t make you feel a bit like snatching and running. I’m glad I’m a moral person, but I can’t say that the sight of so many astounding bottles of wine didn’t tempt me to turn my back on my morals.

My very favorite part of the IWM cellar–other than the proximity of that much wine–is the link between the cellar and the store: the dumbwaiter. I think 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-Tuscans.I like looking 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.