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Kim Cramton, left, and Laura McCormack, the wine enthusiasts at Vino 100, are eager to assist you in making your wine buying experience a fun one.
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Staff photo

A customer peruses the rows of wine at Vino 100. The relaxed friendly atmosphere at Vino 100 makes wine shopping a pleasure.
(Click picture for full size image)

Staff photo

Vino 100, in the Tuscany Village Shopping Center on Cave Creek Road, boasts 100 fine wines for $25 or less.
(Click picture for full size image)

Wine for every taste at Vino 100
Wine for every taste at Vino 100

One does not have to be an aristocrat to enjoy the pleasures attained from the consumption of fine wine.

Ask Laura McCormack or Kim Cramton, the wine enthusiasts at Vino 100.

"Our goal is to simplify the process of buying wine," says Laura. "Buying wine does not have to be an intimidating experience. We are wine lovers and we want everyone to be able to choose their favorite wines without being intimidated."

The duo opened their franchise last year because they saw it as a new way for the public to buy wine-especially for those of us who are limited in our knowledge of the ancient nectar.

Simplifying the process means having "100 wines for under $25" from which to choose in the intimate confines of the comfortable, casual and friendly store in Tuscany Village on North Cave Creek Road.

"We want the buying process to be as enjoyable as the drinking," Laura says. "I'm just a wine lover, and I love the concept of making it easy to buy."

First timers to the store will find row upon row of bottles displayed with a "Taste Barometer" attached, informing buyers as to the variations in the body and flavor of a particular vintage.

"It's a new way to buy wine," Laura explains. "We have them grouped according to flavor and body instead of having all wines from one growing area grouped together.

"The 'Taste Barometer' is designed to help people choose their specific taste preference," Laura adds. "Plus, each wine has a recommended food it can be paired with to help take the guesswork out of choosing the right wine for dinner."

Although references to wine date back thousands of years, in recent years wine is increasing in popularity in all age groups-including men of all ages, Laura says.

"Men seem to be drinking less beer now and more wine," she says. "There are more good wines now at reasonable prices and much more accessibility. The best thing is we have great wines from all over the world."

North Valley residents have been very receptive to the new venture, Laura says.

"People appreciate having a neighborhood wine store that's friendly and not intimidating," she says. "I'm a Phoenix native and have always loved the area. When we were out scouting for a location, we kept coming back here and it seems to have been a great decision."

It's not just "Thanks and have a nice day," at Vino 100 either.

Laura and Kim conduct regular wine tastings during the week, as well as on weekends for those who aren't able to patronize the store during regular business hours.

"Our wine tastings are on Thursdays from 5 7 (p.m.)," she says. "The public is invited. There's a $10 charge and you won't be disappointed. They're self paced. You can take your time. We also have tastings on Saturdays from 3 5 (p.m.). We normally feature the same wines on the weekends as during the week. It's an opportunity for people to get out of the house for a while after a busy week."

Laura says her formula for success is simple.

"It's not hard to succeed in a business like this because all you have to do is listen to your customers and be nice," she explains. "The rest will take care of itself. The idea for the weekend wine tasting came from a customer. We tried it. It worked, and we're still doing it."

For those who are weak in the ways of wine, Vino 100 is planning a "Wine 101" class beginning April 24.

"We'll start with the basics about what to look for and what all of the terminology means," Laura says. "The class is $10. We also have a wine club for $40 a month that entitles you to two premium bottles a month. These are bottles that are not already on the shelf. Club members are also entitled to private tastings."

Vino 100 is also available for private parties.

"If someone wants to have a 'girls night out' they can call us and we'll set up a time and date," Laura says. "A lady had her 40th birthday party here. Corporations sometimes have meetings here. Whatever the occasion, we can definitely provide the wine."

Laura stresses that she and Kim are there to aid you in the decision making process.

"We will not dictate to you what wine you're supposed to buy, like there's a standard we go by," she says. "If it tastes good to you and you like it, go for it. It's not about what you should drink, it's what you like. It's about what you enjoy."

And, Vino 100 wines are guaranteed.

"If there's something I've suggested to you and you don't like it, please bring it back and we'll try something else."

How can you go wrong?

Vino 100 is located in the Tuscany Village Shopping Center, 30835 N. Cave Creek Rd. in Phoenix. The store is open Tuesday-Saturday, 11 a.m.- 7 p.m. and Sunday, noon-5 p.m. Closed on Mondays. For information, call (480) 502-8466.

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