When you read ads in newspapers or hear them on radio or television, you are bombarded with bottle counts. This big box store has “8,000 wines” this shop has “thousands of wines,” that grocery store has “more to choose from” than anyone. The claims are as meaningless as they are endless.

They are meaningless to wine consumers for two reasons. First, they are exaggerated and baseless. Secondly, what matters to consumers more than anything is being able to acquire the right bottle, and to feel confident in that choice through the help of a wine professional they trust.

I’ve never understood the bottle count “wars." They seem kind of silly, as wine consumers typically need help choosing the best bottle of wine for them. This is best accomplished by helping consumers zero in on the most appropriate bottle based on what they like and what the occasion is, not by showing them endless selections of similar things with little knowledge or guidance.

Whether it is for a gift or their own consumption as wine professionals, we work to ask the right questions and get at what will fill the need most effectively. The questions include the budget, as there’s no point in recommending a $50 bottle if our customer wants to spend $15 ,and vice versa. What has the customer liked in the past? What are their favorite varietals and regions? Or perhaps even more important, what are their least favorite varietals and regions?

The notion that thousands of selections make this easier or the result better just doesn’t add up. A couple of looks at wine categories proves that point. For instance, stainless steel fermented and aged Chardonnay is one of the most simplistic categories. The flavor profile on “steel chard” is remarkably consistent, there is little variation based on region or winemaking as the steel treatment removes much of the complexity contributed by oak barrel aging and or fermentation. So if you are a fan of stainless steel Chardonnay, a couple of choices to cover budget categories is all that is needed, more than that would simply be redundant.

The Malbec from the Mendoza region of Argentina are yet another example. The growing area is consistent and the characteristics of wines from there are as well. Having a couple of producers to choose from spanning price point and the slight variations in winemaking again will suffice to please nearly any palate.

In other areas stylistic and appellation differences are more pronounced, and a broad array of choices takes on added importance. Napa Cabernet and Chardonnay are categories where tremendous diversity can be found. The different sub-appellations and approaches to winemaking are evident in nearly every bottle from a different winery. Put your nose into a glass of Napa Cab from the Rutherford Bench and one from Atlas Peak and the wines will be remarkably distinct. Add in the endless selections made during production winemakers in Northern California make and it argues for a broad selection from this region.

Washington and the other growing areas of the winery-rich Northwest are also great examples that dictate having a broad array of choices. Varietal, growing regions and the fast-evolving styles across the three-state grape-growing areas close to home leads us to having many wines to choose from.

Wine consumers also have their very favorite names, we all do! This need is easy to meet as well, as we can get any bottle that is distributed in Idaho into the customer’s hands quickly, if we don’t already have it on hand. One call to one of our local distributors and we usually will have it in 24 hours, whether it be one bottle or more.

The work that goes into putting together a selection at any wine venue is vital. This is why the best restaurant lists and store selections are assembled by endless tasting of wines. Most important is to cover all the varietal categories and most all of the major wine producing areas,. To do this does not require “thousands," and effectively helping consumers decide on the best bottle for them requires knowledge and trust, not an endless sea of choices and meaningless information.

If there is a topic you would like to read about or if you have questions on wine, you can email George@thedinnerpartyshop.com, or make suggestions by contacting the Healthy Community section at the Coeur d’Alene Press.

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George Balling is co-owner (with his wife Mary Lancaster) of the dinner party, a wine and table top décor shop located by Costco in Coeur d’Alene. George worked as a judge in many wine competitions, and his articles are published around the country. You can learn more about the dinner party at www.thedinnerpartyshop.com. Be sure and check out our weekly blog at www.thedinnerpartyshop.com/home/blog-2 You can get all of these articles as well as other great wine tips by friending us on Facebook at www.facebook.com/#!/dinnerpartyshop.