Nothing brightens a red wine lovers' day more than to convert a “non-believer” to the charms of pinot noir, shiraz, merlot or zinfandel. My mother's recent conversion from “this tastes like cough medicine” to her unsolicited compliments about a soft, friendly pinot noir paired with a grilled pork roast convinced me that, if I could convert her, I could convert anyone to red wine.

        For those of you who have avoided red wine for whatever reason, here are a few simple ideas to get your started:

        • Start light. Resist the temptation to go straight for quintessential reds such as cabernet sauvignon. Cabs, shiraz and other big reds may feel more like a heavy-handed masseuse (“I'm paying good money to hurt?”). Start instead with wines like beaujolais, pinot noir (Oregon and California), dolcetto (Italy), even rioja (Spain) or sangiovese (Italy and California).

        • Shop in new places. You can find many of the standard reds in local grocery stores, but you'll need to visit a wine store or specialty markets for the less-common varietals . No need to worry about haughty sales folks and big price tags. Most stores I've visited offer friendly service and a good range of prices so that everyone can feel comfortable.

        • Experiment with food. Too many people suffer their first red wine experience in less than ideal circumstances — wine from a plastic cup without food at a party. To reap the real rewards of red wine, try it with food, which will help soften the tannins and bring out the flavors of your meal. Pairing food and wine is subjective, but you can always check out books, Web sites and other resources.

        • Glasses can make a difference. Red wines offer the chance for great sensory exploration (shades of color, range of smell and obviously taste). Using a true red wine glass, distinguished by its larger size and bowl shape, will heighten your experience. You don't need to head to Tiffany's for this stemware, though. Proper red wine glasses aren't necessarily expensive, and available at many stores.

        • Be patient. Keep tasting: A friend and wine mentor says the more he learns about wine, the more he realizes how much he doesn't know. The world of red wines is a big on,e so remember to let yourself enjoy the journey.

        As you're tasting, keep in mind these recommendations are just that. Follow one, or follow them all. The wonderful thing about exploring wines is there is no “right” way. It's entirely a personal experience. Focus on what you enjoy.

        In a couple of weeks, I'll offer suggestions for helping red wine lovers discover the joys of white wines.

        Contact Amy Simmons by e-mail: asimmons@deskey.com or send questions and comments c/o the Enquirer, 312 Elm St., Cincinnati 45202.

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