They’re very earthy, minerally, usually high-acid wines. First satisfy their initial impulse and then you can suggest other things.”Scherb’s customer service philosophy includes ongoing events that aim to engage and intrigue customers. The place is big enough and decent selection, but I found the whole inventory set-up to be counter-intuitive (hard to self-find bottles). “We work with a stable of about five wineries,” he says, noting that producers are eager for the partnerships. He purchased the store and kept previous owners Bob Liner and Matt Elsen on for a six-week transitional period.
The store would arrange winery tours and tastings with local Oregon producers, hiring a bus to transport the crowds. “We opened in 1998—one day before Thanksgiving,” Scherb says.Since taking over, Scherb has moved the store to a new location in a tony section of Northwest Portland, launched an online business and evolved the wine selection considerably. “But that idea kind of backfired because I loved it,” he explains.In 1998, Scherb and his wife moved to Portland. He was a longtime aficionado, but pursued a career as a family therapist in New York state. He was a longtime aficionado, but pursued a career as a family therapist in New York state.
“We talk about Sherry a lot with customers, and people are demanding it.”The remainder of the wine selection at Liner & Elsen is generally what one would expect from a high-end retailer in a cosmopolitan city. https://www.mapquest.com/us/oregon/liner-elsen-wine-merchants-265572950 Scherb says the events are hugely popular and sell out quickly. “There was a store opening on Long Island, and I knew the family,” he recalls. “We want to be able to taste where the grapes were grown. “I’m also on the phone and the Internet for hours every day, just keeping in touch with people.” His background as a therapist informs his approach to engaging with customers. In the mid-1990s, his relationship with wine “became more serious,” he says. The remaining 19 highlighted wines were all European, ranging from the 2013 Alianca Vinho Verde from Portugal ($8.50) to the 2008 Travaglini Gattinara from Italy ($26.99).Liner & Elsen eschews wine ratings provided by national media. “But it takes an extraordinary amount of energy, and I don’t want to stretch myself in that way. Over the past two years, I've made a conscious effort to visit and learn about each of the wine shops in Portland.
Among U.S. wines, California wines are well represented, though typically not promoted, and Oregon wines play a smaller role.Scherb says his modest selection of Oregon offerings is due in part to heavy competition for selling the wines, as well as his personal preferences. “We sell very expensive Burgundies as well.”Liner & Elsen also has an unusually large Riesling selection, though ramping up those offerings proved to be a bit more difficult.
The store’s staff taste about 80 percent of the Oregon wines that are made, and many just don’t make the cut. Under Oregon law, distilled spirits are sold only in stores licensed by the state. “I demand that the staff pay attention and really focus on what the customers are saying,” Scherb explains. At around 3,000 square feet, Liner & Elsen doesn’t appear large enough to hold big events, but the store’s fixtures convert to tabletops to accommodate the crowds. I bought 2 cases (24 bottles) of wine from this place. If they’re asking for a big California wine, forget about your biases and sell them a big California wine. “Our deal is that we don’t want one of their secondary or tertiary wines—we want their best barrels.” Scherb adds that he’s heavily involved in the production. “There’s a wonderful attitude of ‘I’ll try anything.’”Scherb says his relationships with customers are very personal. However, when the recession hit, customers weren’t too keen on joining the tours, so Scherb suspended them indefinitely. “We work closely with a lot of people in the Oregon wine industry, but we’re not always enamored,” Scherb explains.Scherb does, however, partner with a few select Oregon wineries to make proprietary cuvées under the label Cuvée L&E. bottle).