Wine cellar takes owner on road to new adventure

Jun 9 2008 by Karen Dent, The Journal

A WINE shop owner is toasting the sophisticated palates of people in Durham after expanding his shop in the city’s indoor market.

Giovanni Vigliansi, who ran Italian restaurants for more than 20 years, had shops in both the market and in Gilesgate on the outskirts of the city. But he decided to consolidate them into the Italian Wine Cellar and is now reaping the rewards.

He said: “Gilesgate did not have the passage and the trade. People couldn’t get in there with the car. The centre is better.”

Around 80% of his trade comes from locals -– especially people who have become more adventurous in their tastes thanks to holidays abroad.

“They buy Italian wine, they look for sambuca; grappa is also going well but the liqueur limoncello is the most popular,” he said.

He buys quality wines, mineral water, olive oil, balsamic vinegar and pasta from London-based Italian importers to sell at the shop.

“The wine I sell, you don’t find it in the supermarkets. I want to give quality, I want to give something you don’t see anymore,” said Giovanni, who tries to explain the difference in wine quality to customers by comparing it to driving a Mini, a BMW and a Bentley car.

“It is a new adventure, you try to introduce things. I opened this wonderful shop. I know it is a hard road and it has taken over three and a half years. I have taken my time,” he said.

He sells more than 100 wines in the shop and online, including organic wines and an Italian champagne which is also sold in Harrods.

“I don’t know whether they buy it for the quality or whether it’s because they sell it in Harrods,” he said.

Market manager Joanne Price said: “We are delighted with Giovanni’s success and being located near the fishmongers, poultry and cheese stalls means there is an excellent range of food and drink all next to each other.”