Opportunity Abounds, copyright 2009 by Ernest Valtri, PLCB Wine Advisory Council member

Originally published in Wine & Spirits Quarterly Magazine, Summer/Fall issue 2009

The Wine Advisory Council has great opportunities! Eliciting and responding to interest, comments and questions from the wine buying public; reviewing and assessing the Pennsylvania Liquor Control Board’s vast new marketing initiatives; evaluating several important pending legislative proposals that can greatly impact both the PLCB’s clientele and our own in-state Pennsylvania wineries; and of course (the most fun of these opportunities), tasting, recommending and writing about new wines for sale in our Wine & Spirits Shops. And there will no doubt be a few as yet unforeseen topics to keep things even more interesting.

Opportunities can often be construed as obligations as well, and each of us on the Council understands our obligation to review and fairly judge the issues and challenges presented to us. Decisions and recommendations we make must reflect the best interest of Pennsylvania’s wine consumers, producers, distributors and the PLCB. There are inevitable conflicts and compromises to be considered and opinions are rarely unanimous. This is why the wonderful cross section of individuals on the Wine Advisory Council is such a strength. We are winery owners, former distributors, restaurant and hotel owners, sommeliers, wine educators and columnists. We are also regular, every day wine lovers from non-wine related industries including a cable television executive, an attorney and a graphic designer. What we all have in common, along with our Wine and Spirit Shops patrons, is a love of all things wine. You can expect this broad collection of concerned, motivated people to serve and address all involved parties appropriately and effectively.

At times, opportunity also presents itself as creativity. The chance to creatively influence the PLCB’s sales and marketing has been encouraged by our colleagues in Harrisburg. The chance to seek out new buying opportunities that yield both great high-end and worthy value products for sale is clearly before us. The opportunity to hear the consumer’s ideas and develop creative solutions is very welcome.

Finally, opportunity can involve risk and adventure. As a relatively new entity, the Wine Advisory Council’s path is an evolutionary one. We presently have specific tasks and goals yet also recognize the opportunity for unplanned growth, change and new ideas. Please feel free to contact the Council with your comments and ideas at xxxxxxxxx and lend to our ongoing opportunities!

Xxxxxxxx; Please insert appropriate email address….thanks!