Wine Talk With Jonathon Pidgeon
Slightly off the main streets of Key West, Florida, lies a brilliantly white building on the corner of Eaton and Elizabeth Streets. Beyond the white fence and intricate bushes stands a ruby sign with ornate gold lettering that reads Key West Fine Wines. This business is the only boutique wine shop on the small island of Key West. It houses many wines, from the standard Napa Valley selection to the most expensive Burgundy of Domaine De La Romanee-Conti. General Manager Jonathan Pidgeon is committed to providing customers with a boutique experience and ensuring they choose the correct wine for their palate.
Pidgeon originally moved to Key West amidst the 2008 recession, hoping to find a fine-dining chef position on the island. Traditionally trained through one of the most renowned culinary schools in the world, he had the tools to be a successful gastronomist and entrepreneur. His wife, whom he met in school and who studied under Michelin Star and James Beard-winning pastry chefs, followed him to the southernmost island of the United States. Pidgeon recalls that the culinary scene was not what it is regarded as today, and after working under a chef at a notable restaurant, they decided to “do their own thing.”
The young couple initially decided to open a donut shop, which is still in business today. “[The donut shop] turns out to be… not the greatest way to make money. Selling things for less than five dollars… it doesn’t really matter how much of something you sell for five dollars; it still takes a ton of it to make any money.” He recalled explaining the early days of business. Pidgeon notes that even after 14 years, it is still thriving. Soon after the donut shop, they invested in a coffee roasting business to diversify their portfolio. After selling these businesses, Pidgeon was looking for a change.
The entrepreneurs did not initially plan to open a wine shop. After selling the coffee roasting business and the donut shop, Pidgeon made an effort to enjoy his free time, most of which was spent on the crystal-clear waters surrounding the island. He came to know the owners through conversation at the Key West Marina, and after the owner had issues finding workers on Sundays, Pidgeon offered to take a part-time position. He noted that he did not know much about wine besides what he learned in culinary school.
He recalls one “really cool wine” introduced in culinary school shortly before graduating. Although he does not remember the producer, he recalled, “It was an ’85 champagne, and it had this sparkly mushroom thing… It was hilarious; I didn’t know wine could do this!” He added that he did not have many wines after that particular experience but that working at the shop introduced him to some of the most impressive wines in the world.
“Wine is the only drink that you can think about and remember for years. I’ve had really good cocktails, but I don’t think about them every other week. I can remember one cocktail in my whole life… but I could tell you the tasting notes of at least ten different wines that I’ve had in the past two years because they were so good… [At the shop] you get to help people experience that for the first time.” He proudly explained.
Developing a passion for wine is a journey, and Pidgeon has guided many through the proverbial doors into the wine world. He remembers explicitly a woman whom he helped pick out a wine and then traveled to the region where the wine was from to receive the whole experience. These are the experiences that make the wine world interesting.
This is not the only reason Pidgeon and his family remain in Key West despite the business success. “If you are going to live somewhere, you might as well live somewhere beautiful,” he said. He notes that although he enjoys where he grew up, it does not compare to the weather, lifestyle, and culture of the small island in the middle of the ocean. Pidgeon has had numerous experiences in the water with wildlife, dining experiences, and “interesting people” he has met through the shop and other activities.
Island life does come with challenges, mainly in the aspect of storage. The ten-square-mile island requires deliveries almost daily for successful restaurants and four times a week to the wine shop. This comes with an inflation in pricing, which some customers do not always understand. “Location counts for a lot,” he said in regard to explaining the moderate price increase to customers. He mentions that the small size is also a benefit due to the convenience of bike riding, which leads him to only fill up on gas once a quarter.
The pandemic has seen an increase in a more affluent population in South Florida, including Key West. Pidgeon noted that Michelin is now in South Florida, and there is now a possibility for a multitude of deserving restaurants to earn the prestigious title. This also opens up opportunities for the wine business. Enthusiasts travel from around the world to experience Key West. He is actively working with distributors from all over Florida, most of which are in Miami. For some of the finer products, he travels to Miami to transport the merchandise.
Key West Fine Wines currently carries over 1,000 boutique wines within its modest walls. Pidgeon explained that they taste many wines throughout the week, diligently searching for high-quality wines at a reasonable price, except for ultra-rare bottles.
When asked about his favorite wine, he explained that there was a distinct difference between best and favorite. “Have your best friend be someone you can hang out with all the time,” he said, explaining his take on the difference. Pidgeon’s favorite wines are from the Pisoni family in California. The best wine he has ever had was a DRC. “You taste it, and you are thinking, how can this flavor be here one second and be gone the next and then reappear?”
Regarding the complexity of the DRC, he provided insight into the arduous process of learning how to cook at culinary school: “I can make you a technically perfect steak… I cannot make you a steak that changes the way it smells and tastes as you are eating it; I don’t think anyone can. That is an impossible thing to do.”
He added, “There are these wizards out there. Whatever sorcery they’re conducting in the winery is… I can’t describe it; it doesn’t make any sense.”
Pidgeon’s palate developed through his gastronomic expertise and eloquent wording describing the drinking experience. His attention to detail regarding the minute notes of each wine and food is incomparable to most people’s. Still, he is able to use this long-term developed skill to identify the palates of his customers.
His process starts with a simple question: “Are you a hot chocolate person or a lemonade person?” This simplistic inquiry begins the process of Pidgeon mentally sorting notes for the customer, allowing them to navigate their own palates while learning the intricate details of tasting. He explains that the notion of terroir is the best way to experience a wine. The concept is that certain foods and experiences are prepared a certain way with a particular wine, amplifying the wine-drinking experience.
There is no question that Jonathan Pidgeon understands the wine-drinking experience. His knowledge in discovering his customers’ palates leads to an incredible journey no matter who the person is. In closing, Pidgeon explained that the consumer should not be afraid to ask questions because sometimes, you are only a question away from the best wine you have ever had.
Erick Huertas
Erick Huertas is originally from Lancaster County, Pennsylvania, and was introduced to the social aspect of cigars during his schooling in San Antonio, Texas. Around this time, he also developed a growing interest in writing and photography, using his phone camera and notepad to capture the world around him.
Erick solidified his passion for photography and adventure when he completed the Trans-American Trail in the summer of 2021 with his Land Rover Discovery 3. Since his 2021 expedition, he has been interviewed on several podcasts and has written extensively about the open road.
In 2023, Erick became involved in Grassroots motorsports by covering local Rallycross through the Northwest Rally Association, local autocross, and other events. In late 2023, he debuted as a photographer in the American Rally Association and has since covered events with Pan American Superbike and Formula E.
When not traveling, Erick can be found on Whidbey Island, Washington. You can contact Erick via email at [email protected], on Instagram at @_ebhphoto, or on his website: www.erickhuertas.smugmug.com
