When you step into Great Grapes, you realize right away it’s not just another wine store. You’ll likely be greeted by the gentle nudge of Bexley, a 2 year old goldendoodle, and hear parakeets Lemonade and Azul in the background. Your eyes will immediately take in a vast inventory of wine bottles of all different colors and varieties from around the world, most decorated with a description card written by the owner. And off to your left you’ll be invited into a tasting bar where owner Gene Salerno will happily pour you a sample of his latest find and welcome you into his world.
“Wine is just a vehicle. What we’re really about is an experience,” said Gene when asked to describe the store. “When someone comes into the store, we want them to experience being part of a community, part of a family. Our goal is to find you the right wine that fits you. And that comes from asking the right questions, trying to understand your tastes, doing some sampling, and really working with you to figure it out. I want you to walk out of here and say, ‘I got a great bottle of wine. And, I also got to feel like I was part of the process.’”
When asked what sets Great Grapes apart, Gene replied, “We work very hard to make sure our prices are in line with major grocery and big box stores. And, we really personalize the experience to you. When someone comes into the store, to us it’s not just about a transaction.”
If you don’t know, Great Grapes is a specialty retail wine shop located in Saltbox Village on Kildaire Farm Road in Cary, NC. They carry over 1200 wines, along with one of the largest collections of vermouths and sparkling wines in the area, and a selection of unique craft beers. There’s an in-store tasting bar where you can try a sample. Plus, connect with Great Grapes on Facebook and Instagram to learn about upcoming in-store tastings and flights. And, if you can’t make it to the store, they offer delivery within a 20 mile radius, free for purchases over $150.
Recently we had the opportunity to sit down with Gene and learn about his background, how he got into the retail wine business, and what goes into crafting the truly unique experience that is Great Grapes.
Q&A With Great Grapes Owner, Gene Salerno
WL: What led you to open a wine store?
You know, it all started about 22 years ago. Back then, I was just a collector, visiting different wine stores, and honestly, my experiences weren’t always the best. There were three big things that kept bugging me. I call them fatal fears.
First off, I noticed that the staff often didn’t really ask what I wanted. It felt like they were more interested in pushing their choices, not finding out what I was excited about. I wanted to walk into a store and be asked, “What kind of wine are you looking for? What’s that special bottle that really speaks to you?”
Then, there was the issue of price. So many times, I felt like they were trying to hand me something way more expensive than what I was comfortable spending. It wasn’t about finding a wine that matched my budget; it felt like they were just trying to upsell.
And the third thing? Well, it was all about how they talked about wine. So much jargon, you know? It made me feel out of place, almost stupid at times. Wine talk can be so geeky, and not everyone’s into that. I wanted a conversation about what I liked, not a lecture.
So, why did I open my own store? I wanted to create a place that was the total opposite of all that. A place where the conversation starts with the customer, where we talk about wine in a way that’s exciting and accessible, where it’s more about the experience and less about the hard sell. I guess you could say I wanted to create the kind of wine store that I always wished I could walk into.
WL: When you say ‘fatal fears’, what do you mean?
When most people walk into a wine shop, there are typically three big fears that hit them. I’ve seen this over and over, and I call these the ‘fatal fears’ because they can really ruin the whole wine shopping experience.
First up, there’s the fear of feeling ignorant or out of place. You know, when someone walks into a wine shop and they don’t know much about wine, they might be worried about being judged or made to feel stupid. This is especially true if the store staff start throwing around all this complex wine jargon. It’s a common fear, and sadly, it turns a lot of people off from exploring wine.
Then, there’s the fear about not being able to express what you like. A lot of customers know what they like but might not have the language to describe it. Most wine shops don’t take the time to help customers find that language, to express their preferences, and find something they’ll truly enjoy. They just assume you either know your wine or you don’t.
And finally, the fear of being oversold or pushed into buying something you’re not really interested in. This is a big one. People often worry that they’ll be pressured into buying an expensive wine or something that scores well but might not necessarily be to their taste.
WL: What was your career path prior to opening Great Grapes?
I started off in the Marine Corp, and after the Marines I got hired by Pepsi to work in sales operations. From there I got recruited to Nestle’s water division, and worked my way up to General Manager of the East Coast. Later I moved over to Equinox, a New York based health club system.
I was working in New York for Equinox when 9/11 happened, and that’s when my wife and I started talking about leaving the metro New York area. We had family in North Carolina, and so transitioning south wasn’t too hard. Initially I kept working for Equinox and traveled, but eventually the travel got to be too much.
In fact, my wife showed me a picture of my oldest son, Zac, at the Westport, Connecticut train station. She said, Do you really want him to remember you this way, where you’re on a train, and he’s playing on the floor while you’re working on a Sunday morning.
And, that was that. I knew my wife was right, and it was time for a change. It was the best decision I ever made. I got to coach my two sons in sports. I think I coached just about every sport, and I was there for every game.
WL: Did you have any mentors along the way?
Pepsi taught me about accountability. In fact, one of my bosses, Carl Sanberg. Carl says, “Welcome to Pepsi, the gun’s been fired.” I looked at him and said, “Excuse me?” He goes, “Here you have to be able to outrun the bullet. It’s hard work, but work hard, and you will be successful.” I took that to heart, and I was promoted four times in less than two years.
Pepsi was a great organization to learn from. Nestle taught me compassion. One of my bosses at Nestle was Kim Jeffer. Kim always wanted results. But he said you have to do it in a compassionate way. I was very fortunate to work for two organizations that really taught me a lot. But, of course, my greatest mentor was my Dad.
WL: Tell us about your Dad.
He was a PhD chemist. Owned his own little business. He was a good teacher. When I was 14, I was working at his business. I’m there with a bunch of his employees, and he comes out of his office, hands me a toilet brush, and tells me to clean the toilets. And so I do. I didn’t really think much about it. He asked me to clean the toilets, so I cleaned the toilets.
Later, during the ride home, he asks me, “Why do you think I asked you to clean the toilets?” I said, “I don’t know. They needed to be cleaned.” He says, “Did you notice the toilet with the hard-to-get spot towards the back?” I said, “Yes.” He says, “How do you think I know about that spot?” Then he goes on to tell me there were three reasons why he asked me to clean the toilets. One, he didn’t want the other employees to think he was giving his son special treatment. Two, as a leader, when you give someone a job, you better know everything about that job. And three, if you’re going to be a leader, you have to be willing to do the dirty jobs yourself. That stuck with me for the rest of my life.
WL: Is there an origin story behind the name Great Grapes?
You know, I didn’t want to use the word ‘wine store’. It was inspired by a good friend of mine, Josh Wesson. Josh is a Master Sommelier out of New York. And, I used to go to his store. It was really unique. His store was very different from every other one I had been in. He set the store up in a way that was more about your mouthfeel, and he had these kind of cool kitchy phrases he used to describe various wines. And so, it was just born out of those memories and experiences at his store.
WL: Most of the bottles on display have a card attached to them containing a description of the wine. Where do those descriptions come from? Do you personally write them?
Yes, I write each of the descriptions. It helps me, the customer, and the staff. I personally get the opportunity to taste each wine before it comes into the store, but not everyone on our staff does. So it’s just a simple way to connect everyone to what they’re likely to taste.
WL: Is there a vetting process for adding a new wine to the store’s inventory?
That’s an interesting part of the job. Every week is like a little adventure in itself. Suppliers typically bring in a bunch of wines for me to try – we’re talking about 80 to 100 different wines in a week, which is quite a lot. But here’s the thing, only a few of those make the cut to be added to our store’s collection.
So, how do I decide which ones to pick? Well, it boils down to a few key factors.
First off, price and quality are at the top of the list. I’m always on the lookout for those gems that offer incredible value – you know, a $9.99 bottle that drinks like it’s worth $14, $16, or even $20. When I find those, it’s like striking gold. They’re the ones that get fast-tracked onto our shelves, and something else has to make way for them. I’m all about finding wines that over deliver on quality for their price.
Then, there’s the matter of categories and trends. I keep my finger on the pulse of what’s new and exciting in the wine world. Like right now, natural wines and orange wines are pretty popular, so I make sure we’re not missing out on those trends. I also pay attention to where people’s interests are heading, whether it’s in champagne, which we have a great selection of, or something more unique.
Speaking of uniqueness, that’s another thing I focus on. I love to have wines that you can’t find just anywhere. For instance, we’ve got a few rare finds from Switzerland, and some excellent Hungarian wines too. But I don’t just add them for the sake of being different. They have to meet my personal standards for price and quality. If a wine doesn’t make the grade, no matter how unique, it won’t find a home in our store.
It’s all about balancing quality, value, trends, and uniqueness to ensure we’re offering the best to our customers.
WL: What’s been your biggest surprise about Great Grapes so far?
I never anticipated how much tastes and preferences in wine would evolve. Take rosés, for instance. They used to be considered sweet, almost dismissively so, but now there’s a broader appreciation, especially among younger customers. It’s fascinating!
My generation, I’m 64, we’ve been pretty set in our ways with those big California cabs or Australian Shiraz. But the younger crowd, they’re really shaking things up. They’re all about exploring – natural wines, orange wines – and they’re much more open to trying new things. Five years ago, I would have pegged them as primarily beer drinkers, but it’s changed so much. They’ve gone from cool beers to seeking out ‘cool wines’.
And the real ‘aha’ moment for me has been seeing this shift away from the usual choices like Chardonnay. I introduce customers to an Albariño or a Godello from Spain, and their eyes light up. They get excited about it. Or they come in asking about Austrian wines, curious about Grüner Veltliner, and I’m like, “Hey, it’s kind of like Sauvignon Blanc. Let’s give it a try.” I pour them a sample, and they’re amazed by the variety they can enjoy.
Ten years ago, I couldn’t have done this as much as I can now. But I keep pushing the envelope because I believe wine should be something you learn from and have fun with. It’s great to have your favorites, sure, but stepping out of that comfort zone, even just a little bit, can be so rewarding. That’s the biggest surprise and delight for me in this whole experience.
Great Grapes: Not Just Another Wine Shop
The story of Great Grapes is much more than just a tale of another wine store. It’s a narrative about a journey, a transformation led by passion and an unwavering commitment to customer experience. From Gene’s early days as a wine collector, dissatisfied with the status quo, to his inspiring career shift and the mentorship that shaped his approach to business and leadership,
Great Grapes stands as a testament to what a business can be when it’s driven by genuine care and understanding for its customers. Owner Gene Salerno has created not just a store, but a destination, a community hub where each bottle tells a story, and every customer becomes a part of the Great Grapes family.
So, next time you’re in the area, step into Great Grapes. Meet Bexley the goldendoodle, listen to the chirping of Lemonade and Azul, and let Gene pour you a sample or two and guide you through a world of exquisite flavors and stories. It’s not just a wine store; it’s an experience, a journey, and a revelation that will change the way you see, taste, and enjoy wine.
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