Specialty bar Della Viti to fill Iowans’ glasses in a new way
January 7, 2012
A veteran of Ames’ food-and-beverage trade is
banking on the city’s thirst for two things: wine and elegance. As
owner and manager of Della Viti, a wine bar set to open this month
at 323 Main St., Gerald Caligiuri will aim to offer both.
Caligiuri, whose previous employers include
Company, Summerfields and The Corner Pocket, expects his new
venture to fulfill demands unmet by Ames’ current nightlife
offerings.
“There’s kind of a niche for something other
than a Campustown-style bar,” Caligiuri said.
More than just the location of Della Viti —
which takes its name from the Italian phrase meaning “of the vine”
— will set it apart from the bars that line Welch Avenue and
Lincoln Way. He plans to furnish the bar comfortably, favoring
leather-upholstered couches, love seats and coffee tables over bar
stools and fixed booths. He also plans to serve traditional wine
complements like cheese, fruit platters and crackers, as well as
premium beer and spirits.
“It’s like a coffee shop with wine,” he said.
“It’s very relaxed.”
Della Viti will further distinguish itself by
being the first Iowa business to use a computerized vending system
called a <a href=
“http://www.napatechnology.com/productoverview.html”>WineStation,
which automates some stages of wine service.
Caligiuri said customers, upon presenting IDs
to a Della Viti employee, would be issued WineStation cards that
they could program with an amount of their choice and use to
dispense any of the wines available.
The WineStation at Della Viti will have 12
units, each accommodating four different bottles. At these units,
patrons will be able to fill their glasses with amounts ranging
from a mouthful to a full glass.
“In many ways, it’s a self-serve wine bar,”
Caligiuri said.
Jayne Portnoy, vice president of marketing and
brand strategy for WineStation manfacturer <a href=
“http://www.napatechnology.com/”>Napa Technology, said the
machines allow vendors to hold off good wine’s greatest
foes — excessive oxidation and drastic temperature change.
Portnoy also said the technology freed them to
sell “higher-priced, finer wines by the glass and be able to
preserve them and temperature control them for 60 days.”
“As an operator, you’re going to pour every
last drop of that bottle of wine,” she added.
Blair Brewer, owner and namesake of the Ames
bar Brewer’s, said he was curious to see how customers would feel
about machines vending wine by the glass.
“There’s a lot of romance to serving wine, and
tableside service of specifically a bottle,” Brewer said.
“Definitely that’s taken out of the picture.”
Brewer questioned the appeal of such an
approach to older drinkers but said it might attract the business
of younger ones.
“In a younger demographic — say a 21- to
28-year-old consumer — it may be OK,” he said. “For me it’s a
little impersonal, but I can see the niche.”
Caligiuri plans to reserve one WineStation
unit for a continually changing selection of Iowa-grown-and-bottled
wines. Matt Nissen, manager and winemaker at <a href=
“http://www.prairiemoonwinery.com/”>Prairie Moon Winery in
Ames, sees this as a potential boon to vintners in the state.
“It could be a good way to get people to try
Iowa wines that usually don’t,” Nissen said.
Chris Hudnall, co-owner of <a href=
“http://snushillwine.com/”>Snus Hill Winery in Madrid, Iowa,
said he would welcome the success of a bar like Della Viti but did
not quite see the advantage of leaving so many facets of wine
service to machines.
“You have to have staff there anyway to
monitor consumption,” Hudnall said. “I guess I just don’t see the
need in a machine to dispense the wines.”
Though they’d made no arrangements to supply
Della Viti, both Nissen and Hudnall said they’d happily do so.
“It seems like an interesting concept, and I’d
love to participate,” Hudnall said.
Caligiuri expects his bar to do more than just
interest customers. He said it would offer them an unprecedented
range of wine choices.
“The machines allow us the flexibility, at a
moment’s notice, to change what’s on the system,” he said. “There
really are none that are going to be like this in Ames.”