When approaching the retail beverage shop analysis, I decided to stay within the neighborhood and access a local winery, Vintage Harlem (Wine Spirits). Located on 2235 Frederick Douglass Blvd, New York, NY 10027, Vintage Harlem provides over hundreds of different wines from your lowest selling item all the way to the vintage collection that usually prices at almost two-thousand dollars’ retail. The store itself, has a rustic look with brick walls and barrique type (wood) shelves. The inside is beautiful and feels as though you are walking into the storing or fermenting section of an actual winery. They have over 6 sections of regions that provide so many varieties of grape and shelved from least expensive to most expensive. Some of the regions inside were labeled France, Argentina, Chile, Spain, California of course and many more. Upon entering, I was greeted by the employee Marissa. I explained to her that I was here on an assignment mission and that I would need some of her expertise to answer a few questions. One of my first initial questions I had asked was “Where does the wine come from? Is it made here? She quickly responded and told me that distributors come to the wine store and they buy the quantity they need, specifics and region based items. Marissa rally knew her wine knowledge, solely, because she works there, is a wine consumer herself and studies wine. I asked her if she would be interested in becoming a sommelier and she chuckled and answered that she thought about doing it. However, her history knowledge would need to need to increase a tad more. I was told I could take photos in the winery and that I did. Absolute beauty of the setup with all the wines. The only downfall of the winery is that they didn’t necessarily have a “shelf talker” in the sections and that they keep their private back area open next to other regions and I witnessed the GM taking a nice snooze. It was funny but also very unprofessional, especially, if the stores’ traffic was busy and on demand. Vintage Harlem keeps their most expensive wines in this miniature black wine fridge with a lock and key and is opened when specifically asked. I couldn’t take a picture of the fridge cabinet, but I was able to see their 2013 Chateau multi red grape blend that was a grand total of one-thousand, five-hundred dollars. I knew wines ran high in price but I was so intrigued to try. Although, I didn’t, Vintage Harlem does in fact, allow wine tasting before purchase. And that is a huge part in wine selling because more than likely you’re inclined to purchase a wine or two that you tasted because you know for a fact that you like it! Vintage Harlem was absolute awesome experience and since it’s located in my neighborhood… I told Marissa that she’ll be seeing more of me for sure.

Red Wine from South Africa Region… Didn’t know wine was made here

“Shelf Talker”

Sparkling Red Wine from Autralia – Picture from Vintage Harlem Website

Red Wine From Spain – Vintage Harlem Website