Choosing wine 4 min read September 3, 2026

What wine to buy a client when you don’t know their taste

It is a small social discipline. You want to choose a wine for someone you know professionally, but you have never stood with them in front of a wine shop shelf. You don’t know whether they love Riesling, drink only red, or keep a collection of natural wines at home that they talk about to anyone who asks.

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The good news is that you don’t need to know.

A gift is not a sommelier exam. It is a gesture. And with a gesture, sensitivity matters more than absolute precision.

Don’t try to hit their favourite wine

That is almost impossible. Instead, look for a wine that has a chance of pleasing the widest possible circle of people. Balanced, clean, enjoyable. No extremes.

Among white wines, a dry or off-dry style with pleasant aromatics and freshness often works well. Among reds, wines with a softer structure that don’t need several hours in the glass to start making sense.

There is nothing wrong with a highly distinctive wine. It is just better to give it to someone you know seeks out exactly that kind of wine.

White or red? If there were one right answer, wine shops would be half the size.

If you are buying a single bottle and don’t know the recipient’s preferences, consider the season and the situation. In summer, a fresh white or rosé tends to be the natural choice; in autumn and winter, people reach for red more often. It is not a law, more a simple rule of thumb.

Even more elegant is a pair: one white and one red. The recipient chooses according to taste, and the number of bottles alone makes the gift feel more generous.

Price is not the same as quality

Corporate gifts tempt you into a simple ranking: the more important the client, the more expensive the bottle. But wine is not a handbag with a visible brand logo. Most people won’t recognise the price, and they don’t need to.

What matters far more is that the wine doesn’t come across as cheap. That means a decent level of product, good presentation and a trustworthy origin.

For a very important partner, a premium vintage, a limited edition or an archive wine can of course make sense. But there should always be a story behind the choice, not just a higher number on the invoice.

What the packaging says

A box can change the first impression. But it isn’t always necessary.

A single beautifully presented bottle can make a better impression than an average wine in an elaborate box with a ribbon. If you do use packaging, it should be as disciplined as the bottle itself. Quality paper, wood, clean graphics, no visual noise.

Corporate gifts come with a peculiar paradox: the harder you try to show that a gift is expensive, the more easily it can start to look cheap.

And what if the client doesn’t drink alcohol

Here it is best not to rely on stereotypes. If you are preparing a larger number of gifts and can’t be sure, offer an alternative. It can be non-alcoholic wine, a quality grape juice, a delicacy or another premium product.

It is not a complication. It is a detail that shows you have genuinely thought about the recipient.

The best advice? Taste it yourself

If you can, ask for samples before ordering. A corporate gift is still a product that will carry your name. You shouldn’t send a client anything you haven’t tasted yourself or don’t believe in.

You may find that a wine that seemed unremarkable on paper is exactly what you want to give. Or, conversely, you may rule out a bottle with a beautiful story that you simply don’t like.

In the end, it is actually very simple: give a wine you would gladly open yourself.

Good to know

What wine makes a universal gift? A balanced, approachable and easy-drinking wine without an extreme style.
Is it better to give white or red? If you don’t know the recipient’s preferences, a pair of white and red or a choice based on the season works well.
Should I buy the client the most expensive bottle I can? Not necessarily. Quality, origin, presentation and the thoughtfulness of the whole gift matter more.

Which white wine is suitable as a gift?

A white with a clean aromatic expression, balanced acidity and no extremes. A markedly acidic, natural-style or heavily oaked wine will delight connoisseurs, but appeals less universally to a broad group.

Which red wine works best?

Look for balance. A very young, tannic wine can be demanding, while one that is too sweet won’t suit lovers of dry styles. For a corporate gift, the middle ground often wins.

One wine or a set?

A combination of one white and one red increases your chances of getting it right and, at the same time, looks more impressive than two identical bottles.

What if the client doesn’t drink alcohol?

For large campaigns, a non-alcoholic option should be standard. Personalisation is not just about a sticker — it is also about respect for the recipient.