Wine and education

or Redlands residents who want to learn about wine, whether newcomers or experienced wine connoisseurs wanting to find a new favorite, Paxton's Cellar in Redlands offers a place to get an education about and try California wines.

Philip Paxton has run his wine shop for six months in Gateway Plaza, at the corner of Eureka Street and Pearl Avenue.

Before opening his shop, Paxton worked in Napa Valley vineyards. At Merryvale Vineyards he supervised the tasting room, conducted wine tastings and traveled from Sacramento to Monterey to visit retailers as a salesman for Merryvale.

Paxton's Cellar carries about 100 wine labels. It also carries chocolates, soaps and wine accessories.

"Everything we have here in from California," Paxton said.

The chalkboard recommendation list in the store changes about every three days, Paxton said.

"I try to look at the season, the mood of the customers, whatever they are asking about," he said about how he chooses the wines for his list.

Paxton said that about 75 percent of his customers already have a knowledge of wine when they come in. They usually have favorite varietals or regions they are partial to, and Paxton tries to recommend new wines that would fit with their taste.

"I try to put an educational touch to the wine tastings," Paxton said.

Paxton tries to bring in more customers who do not have a lot of knowledge about wine by offering wine seminars and tastings. He wants people who have little knowledge of wine to not be intimidated by wine culture.
"The enjoyment of wine is not a snobby thing, it's a lifestyle," Paxton said.

"It's such a warm, friendly, inviting environment," said Pernella Sommerville, membership director of the Chamber of Commerce. She visited the new business as part of her job and became a customer of Paxton's.

"He is so well versed about the wines, so it makes your experience really good," she said.

Paxton explored different communities before deciding to have his business in Redlands.

"Redlands has always been a place that I admire," he said. He said that Redlands has a lot of restaurant and entertainment options, and that wineries from areas such as Napa are becoming more interested in retailing to the Inland Empire.

Paxton works with local restaurants offering wine dinners featuring a certain wine label. In January, Paxton's Cellar is teaming up with Mikan restaurant to have a dinner featuring Coniglio wines.

"It will be a fun event because we get to see how Japanese fusion cuisine can pair with big Napa reds," Paxton said.

Paxton is also donating 10 percent of the proceeds from the sales of Naughty Boy wines to the Redlands Humane Society. He will present them a check at the end of this year.

One of his daughters works with him in the store. Anemarie Duffield, 32, designed the storefront, which includes dark wood tables, a red couch and warm lighting.

"We wanted it to be cozy, welcoming, just a nice ambience," she said.

Paxton's Cellar is available for private events, such as birthdays and anniversaries. They also offer a layaway program for weddings.

Currently, construction on Eureka Street is blocking traffic onto Pearl Avenue, so customers must travel west on Pearl Avenue to reach the shopping plaza.

Paxton's Cellar is open Mondays, Wednesdays and Thursdays 1 to 8 p.m., Fridays and Saturdays 1 to 9 p.m. and Sundays 1 to 4 p.m.