Toast of the Westin: Jeff Gordon wines

The May NASCAR races are over, but Jeff Gordon fans in Charlotte don't have to look further than their wine glass to get a taste of the big-name driver's work.

The Westin Charlotte hotel is the latest Charlotte venue to feature Gordon's namesake wine label. The hotel introduced the Jeff Gordon Collection Wine in early May and features five varietals on its menu.

"(The wines) are very well-received," said Brian Noel, director of food and beverage for the Westin Charlotte. "They're definitely for a finer taste, a finer palate, if you will."

Just around the corner from the NASCAR Hall of Fame, the Westin is counting on Gordon's popularity among NASCAR fans to draw attention to both the wine and the hotel.

"People, especially in North Carolina, they go by names," said Fabien Duquesne, director of outlets for the Westin Charlotte. "These people, they know NASCAR. He's definitely a name to be recognized."

Gordon is not the only NASCAR name in the wine business. Duquesne said the hotel debated between Gordon's label and the North Carolina-produced brand of NASCAR team owner Richard Childress, but ultimately chose Gordon's label.

The Westin hopes the wine deal is the beginning of a larger partnership with Gordon, Duquesne said.

Plans are still in the early stages, but the hotel is considering naming its private dining room after Gordon, Duquesne said. The room would be used for private parties and would feature Gordon's wine, he said.

Jeff Gordon Collection Wine was introduced in 2005 and is produced by Briggs & Sons Winemaking Co. in Calistoga, Calif., said Chrisy Gallagher, director of sales for Jeff Gordon Cellars LLC.

The wine is available in other Charlotte restaurants and wine shops, including Blue Restaurant & Bar, M5 Modern Mediterranean, Bonterra Dining & Wine Room, Dean & Deluca Wine Room, and Arthur's Wine Shop, Gallagher said.

The label usually sells out of the approximately 250 cases made per varietal, Gallagher said. She hopes to increase outreach through more restaurant partnerships and plans to sell wine soon at www.jeffgordonwines.com.

"We want to focus on all his fans and wine enthusiasts," Gallagher said. "It's not just a collector's item. ... We want people to purchase the wine because it's very good wine."