First, a sip of wine, then maybe a sale

West Allis - Anybody who doesn't know a chardonnay from a rosé can experience the difference for themselves when a new wine store at 60th Street and Lincoln Avenue opens it doors in February.

Corvina Wine Company, 6036-38 W. Lincoln Ave., will offer free wine tasting as the store tries to match people's tastes with what Corvina sells.

Co-owners Joseph and Frank LaSusa, brothers that grew up in West Allis, are getting the store ready after receiving a special-use permit Jan. 3 from the West Allis Common Council.

Taste testing

Although Corvina will cater to walk-in customers, its specialty will be periodic wine tastings that will be advertised and open to everyone. If tasters find something they like, they can buy it and take it home, Joseph LaSusa said.

Eventually, the brothers hope to build a profile of what people like, he said, and be able to provide more of that.

They also hope that companies and families will schedule wine tastings for their celebrations, he added.

At least initially, the brothers will concentrate on affordable quality wines in the $10 to $15 range, he said, although more expensive wines will be offered if the brothers feel there is good value and the wines are in line with what local folks like.

They will concentrate on European vintages and smaller boutique wines from California, Washington state and even Wisconsin, Frank LaSusa said.

At the tastings, Frank LaSusa said he plans to have participants discuss what they like while he provides information on aspects that separate good wines from averages wines such as fruit, acid and oak. And he will explore the origins of each wine and what food goes well with it.

The brothers also hope to bring in speakers such as experts on certain types of wine and even vintners.

Continuing family legacy

The store will operate in the building where their great-grandfather operated an Italian deli and small grocery store for many years. He handed the deli/grocery down to his son, who ran it for a time and then converted the space successively into a print shop, an antiques shop, a candy store and finally a fish store. The fish store closed about two years ago when his grandfather died, Joseph LaSusa said.

He said he feels the sense of family history and an ongoing connection to his hometown.

"It feels good to give something back and offer something new," he said. "I love it."

This is quite a departure for the LaSusa brothers, who previously worked in the business of pharmaceutical sales. But they are following their hearts.

"We have been avid wine-lovers for as long as we can remember," Joseph said.

Frank even has an advanced wine degree from the internationally known Wine & Spirit Education Trust and he will handle the teaching end of the effort. He is now working on a wine diploma, the highest qualification the trust bestows.

"Wine is our life's passion," Frank said. "It is a strong part in our family."

Their great-grandfather made wine, and visitors can the wine press he used when they come to the shop.