VAN Tastemaker: Roger Noujeim

Would you be intrigued if we told you that there’s a much faster, easier way to develop your palate when it comes to wine than resorting to paying expensive membership fees at old-school wine-tasting clubs or leaving it to trial and error at the liquor store? Headquartered in Vancouver, Quini is an interactive wine tasting, rating and recommendations application, complete with tasting notes, trends, and market stats. We caught up with Quini CEO Roger Noujeim to find out more about the app and the latest wine trends…

Tell us a bit about yourself. What should people know?
When it comes to business and building brands, those closest to me know I’m pretty passionate — especially about ideas that solve real pain points. I have worked on many household-name national and multi-national brands in Canada and the EMEA region, and my work in tech start-up environments goes back to the .com era. Languages fascinate me; so do the arts and sports. The faster the sport, the better. Strong faith governs my every move, and one of my life’s most cherished joys is spending quality time with my wife Elizabeth and our children Jessica and Pierre Alexander.

What gave you the inspiration to start Quini, and how does it work? What makes it so special and different from other apps?
Quini, the Quini bloom, and the concept of visual representation of wine reviews were created by the company’s co-founding team. At the outset, the team wanted to find a better way for people to share their wine experiences. The idea expanded, and Quini became a wine tasting application that enables people to enjoy wine even more. This is what makes Quini unique. Quini allows people to more quickly figure their preferences, likes and dislikes about wine, so they know exactly what to buy – or not buy. With that, enhance their enjoyment of wine.

What kind of wine tasting market trends and analytics does Quini provide?
There is a strong need in the wine industry for real-time wine tasting trends data. Both at the macro and micro levels. Information that provides early signals about market changes and shifts as they develop, not after the fact. For example, what people bought a month ago is very useful information but knowing whether a wine or wine type was actually enjoyed or not as well gives a business a significant competitive advantage. The same goes for data about regions of the world growing in favour or dropping, or grape varietals that may be trending, falling out or coming back in favour.

Micro level data would include aspects of a wine people seem to enjoy – or not, as it happens. Perhaps a wine is getting the thumbs up on the aroma but is failing the taste test, so the overall consumer rating does not reinforce a restocking by the importing agency, the retailer, or restaurant. As a wine consumer, being able to pull up your Quini personalized recommendations based on your own tasting data in the system, is a huge advance and makes consumers far more confident in their choices. Their own taste profile goes an extra step by showing them what types, regions, or wineries to seek and which to avoid. Think of Quini as the shortcut to discovering one’s likes and dislikes.

What are some of your favourite Canadian wines right now and why?
The list is long but put a good chardonnay or Pinot Gris in my glass and you’ll likely get a nod from me on Quini. These grapes do well here, especially in BC, and suit my personal palate. For reds, I enjoy a good Merlot or a Cabernet Sauvignon. As always, I recommend people discover and select wines based on their own preferences.

You’re based in Vancouver. Are there any BC vineyards you recommend visiting just for the experience? If so, why?
It’s always a good idea to explore. The BC wine landscape is rich and more wineries are investing in attractive tasting rooms and visitor programs. One way to enjoy the experience is to catch an area festival and visit a few wineries at their best on the same day. There are great wineries if you’re on Vancouver Island, in the Gulf Islands, and the Fraser Valley for nearby outings. If you’re ready for a longer car ride, the Okanagan Valley offers the widest selection of wineries and vineyards in the province. Some 80% of BC’s wines are produced in the Okanagan. Osoyoos is a unique spot, and Canada’s only desert. It is very tourist-oriented and a great area to tour in the summer. For dessert wines, like ice wine or late harvests, the Similkameen Valley on the way to the Okanagan is a must.

What are some of your favourite international wines and why?
Lately, I find myself giving Barbera wines top marks when it comes to international reds. I also enjoy Bonarda, a good Cabernet Sauvignon, Carmenere, Grenache and Merlot. As I tend to not favour very bright, acidic wines, a Moscato will always put a smile on my face when it comes to sweet whites, followed by Riesling and Pinot Noir. My favourite rosé is one made with Gamay or Mourvedre.

Is there a particular wine region you’re currently interested in? If so, why?
My top regions of the world currently are South Australia, Mendoza, Sonoma, and Asti and Oltrepo in Italy. It’s simply a matter of taste and what appeals to the individual. I regularly taste wines from all over the world, and a region that may not be top of mind one day can stake its claim the very next day. The pleasure is in continuing to explore and never limit one’s scope.

What’s your favourite restaurant and why?
A restaurant that serves a memorable chicken dish and a great steak, served by passionate people who genuinely care about their work and their customers. When it comes to serving wine, being able to speak of the wines from a personal perspective and experience makes a huge difference. Getting there takes commitment for continuous tasting and training from the organization, and it pays off.

Let’s get social. How do we stay up-to-date with you?
Happy to connect with people on Twitter at @Noujr and @QuiniWine.