November 2, 2009
From left to right: Steve Walker, Tom Cottrell and Rob Reichel. Photo by Mike Nakamura Photography.
In-depth with Robert Reichel, co-owner, Grand Cru Wine Bar & Shop
Contributed by Deba Wegner
Recipe for Success, Inc.
Grand Cru Wine Bar & Wine Shop owners Robert Reichel (secretary/treasurer and director of information technology), Steve Walker (president and director of sales and marketing), and Tom Cottrell (vice president and director of wine) opened their downtown Bellevue joint venture on the southwest corner of the Ten20 Tower luxury apartment building in May of 2009.
Grand Cru Wine Shop has become known both as a go-to place for serious advice on investment grade wines, and its large selection of affordable, every day wines. Grand Cru Wine Bar, adjacent to the wine shop, presents a cozy, modern, jewel box setting with an out of the ordinary wine by the glass program of 40 rotating selections, an eclectic small plate food menu, and regular live entertainment.
Reichel manages the e-commerce for Grand Cru Wine Shop and often appears behind the bar at Grand Cru Wine Bar with his sage advice on wine and food. He retired from Microsoft in 2004.
What led you to get serious about wine?
Rob Reichel: My uncle had a party at a restaurant, and there were wine bottles on the table. It was California wine and I had ordered steak. I ate the food and tried some wine and was fascinated by how the wine made the food taste. I spent the evening tasting the wines with the food, over and over again and noting the different flavors and interaction of the wine and food and food and wine.
I was told by a buddy of mine at Microsoft that if I wanted to learn about wine I needed to find a good teacher. He advised that I get to know Tom Cottrell, owner of the long running Bellevue wine shop La Cantina. Good advice. Tom is and was an excellent teacher and wine authority. I started going to wine tastings, plus learning and developing my palate. I also met Steve Walker at La Cantina and we became friends. We hung out together and took a number of trips to European wine producing areas. In fact, the tasting groups at La Cantina formed a lot of friendships. I also found out about Eastside Wine Storage and got to know the people who hang out there. I eventually became an investor in Eastside Wine Storage.
And how about food? We know you love to cook. Where did it start?
Rob Reichel: I grew up in Kings Park, NY, and had a high school job working at a pizza joint on Long Island. It was owned by a guy named Tony. I worked in the kitchen with three other guys, all named Joe. I prepared pizza ingredients and worked the line on dinners and sandwiches. I never graduated to making pizza. But later on in life, I wanted to make really good pizza, so the experience stuck with me.
Growing up in a conservative Jewish household on Long Island isn’t the best way to learn about world cuisine. It was the 60s and 70s, and vegetables came mostly in cans. If we drank wine at all, it was Manischewitz. Working with the Italian guys was great, because it was so far outside what we did at home. Then, when I moved here, I discovered Pike Place Market and other fresh local markets, and amazing Seattle restaurants. I went a little nuts.
What brought you to the Pacific Northwest?
Rob Reichel: I went to Princeton University in the early 80s (Michelle Obama was in my class). I studied electrical engineering and computer science and was recruited by Microsoft while still at Princeton. Another Princeton classmate, who was also hired by Microsoft, and I came out to the Seattle area together and we became roommates.
We lived in an apartment building across from the Bellevue Post Office. We were true pioneers of Downtown Bellevue living! I remember walking over to the QFC and standing in the store looking at all of food products that I had never seen before. I began cooking and inviting people over to eat. I started by attempting to make really good bread, because that’s where you start when you want to make good pizza. I threw pizza parties and even had Bill Gates over for one. He may not remember, but he was there.
How did the idea of a business come together?
Rob Reichel:It was Steve who actually came up with the idea of a new location for La Cantina. We pitched the idea to Tom and the partnership was born.
Why Downtown Bellevue?
Rob Reichel: La Cantina and Tom Cottrell had a customer base from their Downtown Bellevue location, so we thought we would stay in downtown and upgrade the space. We didn’t think about adding a wine bar until later. Since we do special events focused on wineries or wine distributors and live music, having a bar/event space is ideal. We also rent the space for private gatherings.
The decision to locate in Downtown Bellevue was a good one. Our retail wine customers have embraced the new space. Most of our retail wine sales are done on the phone, with people picking up their orders at the shop. We look forward to when the construction on NE 10th is finished, bridging over I-405. We also look forward to when the rental and condo unit occupancy rates will be higher. That will help increase walk in sales.
Has Grand Cru Wine Bar become the neighborhood, third place, you envisioned?
Rob Reichel: Yes. We have given our customers, who range from serious collectors to casual wine lovers, a community in which they can flourish. It’s a place where wine lovers come to play. We work hard to provide a great retail wine buying experience, wine education and a wine and food experience that is unique to the Seattle area and maybe the country.
What wine by the glass are you currently pouring at Grand Cru wine Bar that you are particularly excited to share with guests and why?
Rob Reichel: We just recently added a non-vintage Dom Perignon ($35 a glass) and a 2001 Tenuta dell ’Ornellaia Super Tuscan ($75 a glass) to our rotating by the glass list. These are wines that aren’t being served many places by the glass. Our philosophy is to select the best we can find at all price points.
Tom and Chris Cottrell (who work Grand Cru Wine Shop five days a week) taste hundreds of wines a week. Steve and I are also tasting and sourcing wines daily. Grand Cru Wine Bar has a wide selection of wines from $5 to $75 dollars a glass.
What has been your biggest surprise or challenge about the business?
Rob Reichel: The complexity of running this kind of business is mind boggling! There are millions of moving parts that have to be just right for a guest to have a good night, for us all to have a good night.
After a high level education and years of working at Microsoft, working on Windows and Microsoft security, I thought I was prepared for this. I don’t know how other restaurant operators do it! There are problems we have to solve regularly that require me to write code for a solution.
How about the greatest joy?
Rob Reichel: It’s when I come to work and realize without me, without us, this place wouldn’t be here. I like it when things are running like they should be. There is nothing better than when the place is full and people are having a good time.
Do you ever what to make your own wine?
Rob Reichel: Oh, hell no. I taught myself how to make beer from a book years ago, and it cost five times as much than if I had just gone out and bought beer and it was just OK.
What little known fact would people be surprised to know about you?
Rob Reichel: I am a black belt in Karate. I also study and play classical piano. Piano is something I will do for the rest of my life, it keeps your mind active and nimble.
Do you see parallels between wine and music?
Rob Reichel: They are both art forms. Sometimes when I taste flavors I think of corresponding colors. The terminology to describe these diverse art forms is similar.
Any words of advice for the Grand Cru patron?
Rob Reichel: I wish people would take wine less seriously. Find yourself a seat, look around, ask questions, and try something you’ve never had before. Meet new friends, listen to music, and enjoy yourselves. Go home and repeat as often as you like. That is really how simple it can be.
Grand Cru Wine Bar
1020 108th Avenue NE Suite 100
(425) 455-4278
Monday-Thursday 4:00 p.m.-11:00 p.m.
Friday and Saturday 4:00 p.m.-midnight
Closed Sunday
Happy Hour is Monday through Saturday: 4:00-6:00 p.m. & 9:00 p.m.-close. Weekly wine & food events, tastings and live music. Available for private events and buyouts. Visit grandcru-winebar.com for details.
Grand Cru Wine Shop
1020 108th Avenue NE Suite 120
(425) 455-4363
Monday-Saturday 11:00 a.m.-7:00 p.m.
Closed Monday
Free wine tasting every Saturday 11:00 a.m.-4:00 p.m. Visit grandcru-wineshop.com for details.
Parking: Free underground parking under the TEN20 building is available to all Grand Cru customers. To access the parking garage enter from 11th St. NE on the north side of the building.
