Lessons learned as a sommelier in Toronto inspired the creation of a new wine brand | Canada Voices

Scott Zebarth, who has overseen wine programs at some of Toronto’s top restaurants, understands that even wine enthusiasts can find the intricacies of their favourite beverage challenging. Storytelling is crucial for selling wine, he explains, but as a sommelier talking to a table, there isn’t time to delve into every detail about how a wine is made.

“Your job is to ensure that you pour something they will love,” says Zebarth, who worked previously at Oliver & Bonacini’s Auberge du Pommier and as wine director of Icon Legacy Hospitality establishments in Toronto, Miami and Dubai.

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Zebarth and partner Mark Barr used that as the motivation for Praise Wines, a brand that makes its commercial debut with the release of Bistro Blanc 2024 and Bistro Rouge 2024 at LCBO Vintages outlets. The packaging and names are intentionally simple to make the wines approachable for consumers.

“We don’t own the vineyards, we don’t own a winery, we approached it like a sommelier looking to find something that wine lovers are really going to want,” Zebarth explains.

As they planned their marketing approach, the partners worried that over complicating their labels would detract from its purpose as a beverage meant for our enjoyment.

“When you really think about an everyday wine, you want something that tastes great, doesn’t cost too much and will go with everything,” Zebarth says.

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For those interested in more details, Praise’s website provides information about their red and white wines from Minervois in the Languedoc region of southern France. The red is made from grenache grapes, while the white is a blend of marsanne and viognier. The grapes are sourced from organically farmed vineyards with a high environmental value certification from the French government and are vegan friendly. (Vegan wine is made without using any animal-derived products. This includes avoiding the use of egg whites, gelatin or isinglass, a substance made from fish bladder, in the fining process, which is done to remove particles and prevent cloudiness.)

The Praise team settled on the south of France for its potential to consistently make affordable and quality wines across a variety of styles. They hope to expand the range to include a rosé and sparkling wine. Considering the popularity of French wines in general, Zebarth adds it’s easy to convince people to try a new wine from the country.

Praise Bistro Blanc 2024 and Praise Bistro Rouge 2024 are $18.95, available from LCBO Vintages outlets in Ontario.