https://openlab.citytech.cuny.edu/bombajen-eportfolio/2017/10/18/retail-shop-analysis-by-blessilda-ombajen/

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Wine Adventures

For my Wine Retail Shop Analysis, I decided to go to two shops because no two shops are the same. My boss recommended I go to Astor Wines and Spirits, located at 399 Lafayette St, because she knows fond I am of Champagne, Riesling and Prosecco. Ironically enough, Astor Wine and Spirits was on the list of recommended shops so that gave me two reasons to visit.

Astor Wines and Spirits storefront

Hours of Operation

The second shop I decided to visit was La Vid Wine and Spirits located at 315 Avenue of the Americas. I chose to go to this shop because I have a membership and it’s near my job so I stop by when I have free time before or after my shift.

Display window at La Vid full of the season!

La Vid Wines and Spirits is a small family-owned wine shop in the West Village. All of the store associates are super polite and enjoyed speaking with me for the Wine Analysis. One of the very first question I asked was about the style of the boutique and what are they focused on. They replied that they focus on supporting sustainable and local producers. They also let me know that they support winemakers that practice organic, bio-dynamic, sustainable farming. I then asked what’s the general prices range of the wines sold on the boutique and they explained that they have a great deal of focus on value priced wines. They also told me they have lots of quality wine at under $20 which I can attest to.

Wines under 20 bucks!

From La Vid!!!

The next question I asked was about delivery services and they explained that they offer free local delivery and late hours, most days of the week they close at 12pm so it gives shoppers an opportunity to get to the store before it closes because people who work in the local restaurants like me don’t get out of work until minutes to 12pm so I can run over a pick something up before they close. I didn’t ask about their membership program only because I am a member, their program offers a rewards program that you receive a point every dollar you spend and when you get to 100 points you get 10 dollars store credit. As well as information on new wines, wine tastings, and events held in the shop. I am more a fan of smaller wine boutiques so this store was ideal for me.

When I first walked into Astor Wines and Spirits I was surprised by the size of the shop ad a whole. From the outside the shop doesn’t look as big as it does when you walk down into the shop.

What you see when you enter the shop

The shop is very well organized; every aisle has a sign with the region in which the wines come from. There is even a section specially for Champagnes off the side.

Specials, important info and wine tastings are clearly presented on a board and table as soon as you walk in.

Clearance section.

It was very easy to find help, everyone is so attentive and happy to help the best way they can. I was able to speaker to a store associate named Jared, after explaining that I was a wine student at the New York City College of Technology and was doing a Wine Retail Shop Analysis he dedicated his time into answering all of my questions. I began by asking him about the shops demographics and what is the general age range of customers who shop there and he replied they receive a wide range of shoppers all ages and the younger crowd is taking and interest in wine which excites him because he has new people to assist in picking the perfect wines according to their taste. I then asked him when is the busiest time of the year and he responded from October- January during the holidays.

“What to drink this fall”

I asked what’s a popular seller and he told me that New World Chardonnays receive lots of attention. The last question I asked Jared was there was a membership program in place and he let me know that they have a very active membership program which provides discounts, benefits and a weekly newsletter on what’s new and happening. He also let me know that the members of the program and store associates put together cases they call “20 under 20” which they believe are quality products that should be shared with the public.

“20 under 20” bundles made by the membership team alongside the store associates!

Around the store there are tags that read “Staff Picks” I asked another store associate Kevin what that meant and he explained to me that some of the members and customers buy bottles that they are interested in and they all agree what wines should be showcased around the store that would otherwise be overlooked.

Yellow tags are staff picks and red tags are discounted wines

What I bought from Astor Wines.
Butterfly Riesling and Washington Cabernet Sauvignon

I thought for a Tuesday mid-day there would not be a lot of traffic in the wine store. I originally wanted to go to Michael Town Wines and Spirits which is walking distance from Heights Chateau to compare, but I decided to go with Heights Chateau. Upon arriving at Heights Chateau it did not what so ever look like a wine store until you look through the window because the displays in the window are so plain. I walked inside at first I started to look around, but then I had went up to the counter where one of the employees were and I told him it was a school project I was doing would it be okay to take photos and ask him a few questions he agreed to do so. I did not get his name, but my three questions where ” what criteria do you choose when selecting wine?” His response was ” oh we just follow a sheet”, my next question was “What is your oldest bottle of wine and what is the craziest request you have gotten from a customer” He says ” Our oldest bottle is 20 years old and we get a lot of crazy request during the holidays”. I tried to reword my questions to see if i can get a more in depth answer, but it was not working so I thanked him and continued to walk around the store, I then finally met Chris who had been there for only two years give me a tour and a lot of information. I proceed to ask Chris the same questions I asked the other employee, Chris told me the criteria they follow when it comes to selecting wines is staff will be sent for tastings and also have in store tastings, request from staff and also customers, then they will see who is the sales distributor. Chris did agree on the oldest bottle of wine was 20 years old and could go for thousands of dollars, that they have a cellular downstairs which most of there expensive wines stay, he even asked Alex if I could go downstairs to see it. My last question to Chris was “How do you sell and get your customer to try something new?” He said to me “It is pretty easy especially if they are loyal customer and I notice they get the same wine every single time then I know what they like and offer then something very similar”. When I realized I needed a photo of “shelf talker” Chris told me there is no shelf talkers in the store that the wine consultants are the shelf talkers. 

Since Chris was beyond helpful I decided to base my pictures off of him. I asked him what was his favorite wine from France

The label next to this wine said “CAVA” Chris explained to me that cava is a name for sparkling wine in Spain. He gave me the tasting notes and he actually sold me on this one.

Lastly, this is a wine which we have not studied from, this wine comes from Portugal

Wines of Chile

Quality House Wines & Spirits is located at 2 Park Avenue, New York, NY (entrance at 33rd st). Their store has a very attractive and warm interior design.

Italian red and white varieties

I was greeted by Michelle, who was kind enough to show me around and answer my questions. She gave me background information of their company.They have been around since 1934 and currently have third generation owners. I asked about the demographics of their customer base. They sell to the businesses in the area, corporate events and hotels. They take orders over the phone and on the internet. They have many regular customers but they also have walk-ins and tourists provided by nearby hotels.

French and American varieties

When I asked about how many varieties they have, Michelle smiled and told me, “Hundreds of thousands, too many to count”. They carry old vintages. They also have chilled wines, sparkling wines and hard liquor in the store.

Kosher wine

Their most popular wine are French wines, followed by Italian and American. Those were the only regions I saw in the store. They also have wines from many different regions that are not on display such as Greek wine.

One thing I really liked was to hear about their public events. They offer tasting events and wine classes to the public. It’s a fun way to educate and motivate people who want to learn more about wines in a friendly setting. The staff is knowledgeable and very friendly to newcomers.

I ended up buying a 2014 Sonoma County Merlot. Michelle has assisted me with my taste preferences and I was very happy with my purchase.

     Jean’s Fine Wines & Spirits located at 642 Forest Ave, Staten Island, NY, offers an extensive variety of wines. I asked the owner, Jean, what differentiates her from local liquor and wine stores, she explained that she offers customers unique choices rather than “the same 300 wines.” Jean and her employees also offer one on one assistance, and are very knowledgeable about the wines they sell. According to Jean, they have someone on sight who has a culinary degree and can perfectly pair wine with food.

      The winesare separated by region with shelf talkers and have a map located next to them with the regions.  They make sure the customer gets the proper wine they need,  as well as provide  recommendations if you are having a special occasion or 

Shelf Talker

are not sure what is appropriate. When asked about why she got into the wine business, she answered “well, it’s a funny story actually because I never would of thought I’d be selling wine like this.”  Jean said that while on a picnic with her husband, she was really enjoying the wine that was given to them by a friend. She decided to buy more and when she arrived to the shop, it was called “Gene’s Wine Shop.” She found it quite funny that they had the same name however different spelling. She soon found out that the actual store was up for sale. Jean bought the store and took it as a sign of fate and had the chance to settle after being between jobs.

Wine from France

Sparkling Wine

      The last question I asked was their oldest wine by vintage in store and it was a Dalla  Valle Cabernet Sauvignon, California 2000. Jean’s Fine Wines & Spirits have many benefits, from offering their opinions, hosting wine tastings on Fridays, the free 5 minute wine chilling service, to having free quarters for customers who park nearby so they avoid a ticket. It is the tiny things that matter and you can very much notice how much Jean cares about her customers. The only drawbacks I can think of from the experience was that the actual store had tight spaces and corners, and I was not asked for an I.D when purchasing a bottle of Bordeaux.

A region not yet studied.

Retail Beverage Shop Analysis

The Heights Chateau is located on Atlantic Ave., in (Brooklyn Heights) Brooklyn, easily accessible to public transportation. I first contacted Amanda, a pleasant woman who claims the title of Graphic Designer/Sales person. I asked her if I can come by and get some information from her about the business. She said “sure,“ so I traveled straight to her. I wasn’t sure of my directions, so I consulted Google Maps and traveled there in about 25 minutes. The walk through the Downtown Brooklyn area allows me to see how other people live and and their shoping. Without a strong knowledge background in wines it would have bee useless trying to navigate through the well stocked Chateau.

The store is in an Old Style neighborhood having a nostalgic affect. The streets are clean with a moderate pedestrian flow. Inside the store there is a raised round style counter, having supplies, dimly lit and a vantage point enabling a 360° view.

It was hard to believe how the store inventories their wines so maticulously . After all many consumers frequent this establishment looking to satisfy their particular needs. no sense in wasting time when you can go directly to your items.

The store is well stocked from floor to ceiling, mostly with wines from around the world.

. The top sellers are a toss-up between French and Italian brands. The price ranges are from less than $10, to a number I have yet to establish. The owner has been there for over 30 Years and has seen a rise in sales over the years.Amanda couldn’t exactly pinpoint the reasons why their customers drink, for stress, money problems, family issues, outside pleasure, or just enjoyment. One aspect that was clear, it’s an expensive hobby. The French section has the wines categorized down to the appellation and Cote du Rhone is a constant top seller. In Italian wines, the stock is classified differently, and Dolcetto maintains high sales. Having a wine store is a lucrative business that has increased sales over the years. More people are finding wines incorporated in their lives for numerous reasons. It has become more socially accepted over the past years generating revenue and serving multiple purposes. While most people are responsible, social drinkers it is not for everyone. Amanda said “there are a few who visit the store down on their luck, alcoholic types,” but that’s maybe 3or 4 out 1000’s. The store serves many people from the area, who find it convenient and the prices reasonable.

One of my favorite countries we did so far

House selections

Tasting table

The retail shop that I ended up going too was Heights Chateau (Fine Wines and Spirits). This shop was really convenient because its located near the school at 123 Atlantic Avenue. Upon walking up to Heights Chateau I was a bit intimidated because although it didn’t look like a huge place, it still looked really diverse and complex and I just didn’t know where to start.

The first impression i got when I walked into the shop was that it made me feel like I was not only in a place that sells wines but also a place that takes pride in what they do and they interact with their customers and try to educate them within these interactions. The decor and layout of the place was really clean and it has a rustic feel to it, I noticed that they used barrels for decoration which i thought was a nice touch. I also noticed that there were more people there than I expected and it turns out they were actually having a wine tasting which they have every Thursday-Saturday.

It did not take long for me to be greeted by one of the staff members Rebecca, a woman who has been in the wine business for twenty years. Rebecca was really willing to help me and to answer all of my questions. She has worked as a restaurant director and a sommelier and has been interested in wines since she was a kid due to her mother planting different fruits and vegetables, so I knew that i was in good hands.

I asked Rebecca how they choose the wines they sell  and she told me that Alex the manager and Omar the director have appointments with different distributors and they hold wine tastings amongst the staff that way everyone can be a part of it. When I saw that they didn’t have the wines grouped by the varietal, I asked how the wines were displayed/how they chose the set up of the store? The wines are categorized first by country, then by region and then from white to red, north to south.This way it makes it easier to understand and to find what you are looking for. I also learned that they pride themselves on having diverse wines, being open minded on the types of wines they choose and having good quality wines that are inexpensive so there really isn’t one wine that they would classify as their most popular. In fact, when i asked Rebecca if there were any trends she’s noticed, she said that lately they’ve been having a lot of customers who are going for the more non traditional wines and being more open minded. Instead of the traditional French wines, customers will buy one from China or any wine from their new world selection (Africa,Australia,etc…).

Now it was time for me to buy a bottle of my own.I asked Rebecca how much people normally paid for everyday wines and she informed me that for everyday wines people will pay from $10-$15, for celebrations $15-$25 and for gifts $25-$50. My last question to Rebecca was what red or white wines she would recommend for a beginner and she told me that she wouldn’t recommend a specific bottle but that a beginner should start with a white wine,not too acidic or dry, maybe one from italy. She walked me over to the tasting so that I could buy from there. Chris was the one doing the wine tasting and he taught me that old wines have more flavor because they use more skin and that even though all of the wines we were tasting seemed really complex that they were all unbaked but had all of that powerful flavor because of the skin. I chose a wine from Portugal which has 28 different grapes from the same vineyard which Chris thought that they just planted different grapes for job security because at least they knew that something would be sold out of the 28 grapes.

Overall my experience was really pleasant and informative. The staff were all really nice and willing to help me.

For my wine analysis I went to Heights Chateau which is wine shop in Brooklyn heights. There I met Chris who showed me around the shop and gave me some background of the wines within it. Heights Chateau has a vast variety of wines some of their most popular wines are Chateau d’Esclans Whispering Angel Rose, Kendall Jackson Chardonnay, J Lohr Chardonnay, Veuve Clicquot Brut Champagne. When I asked what made these wines so popular Chris opinion was that the people who buy these wines have no taste buds because he believes these wines are extremely basic  and average. He said “it’s like they drunk soda their whole life then decided to start drinking wine”. Also top selling regions would have to be France (Bordeaux especially), Italy, and Argentina. The most expensive wine is a DRC Burgundy White that’s about 5,000 dollars.

Veuve Clicquot Brut Champagne is not only a sparking wine but a shelf talker in the shop.

The clientele Height Chateau receive varies from the locals, which would be the judges and lawyers that live the area to tourist, that are sometimes actors, to homeless. Also not forgetting you’re local wine geeks. The age range goes from 21 to 92, the 92 year old being a woman who buys a bottle of Sauvignon Blanc everyday. The background of the customers consist 80% Caucasian with European background, 10% African American, and the remaining being other. The types of wine people buy most days he says depends on the weather, for example if it’s hot and sunny the sell more whites but, if it’s raining or cold they sell more red.

Some other questions I had were what makes people afraid to go into wine shops? Chris put it simple that “people are afraid to look stupid, they rather struggle in silence than ask for help so sometimes you have to help them in a way that seems you didn’t help the”.  How about getting people to try something different? Chris says sometimes don’t like a certain wine because of its texture or their just “palate deaf”. Chris strategy is to first give them a off brand and if they like it, start with France then slowly moving towards other region.

Alsace region of France section with wines such as Gewurztraminer, Pinot Blanc, and Pinot Gris.

Another question is what makes Heights Chateau different from other winery in the area? Chris claims it consist of these five things 1) the owner have a retail background, since growing up his parents owned businesses, 2) the shop is theatrical, meaning the music, how lively the staff is, 3) always having new wines, giving people the opportunity to experience new things such as “Novelty wines”, 4) great service and consultations (Heights Chateau provides consultation for weddings and catering companies), 5) making customers feel comfortable(one way they do that is by allowing dogs into the shop and even having treats for them at the counter.). I had to agree with Chris on this five point recipe because in hospitality our goal is to not only satisfy the customer and make them want to come back. Next I asked Chris what made him go into the beverage industry?  Chris is actually a writer and teacher and he use to teach at the Maryland College of Arts but his contract finished so he needed to find a job. He applied to Heights Chateau because he believe he had a little more than the average knowledge of wine and he also just came back from Germany. He also claims that what makes the Height Chateau is that most of the employees come from different backgrounds such as musicians, writers, designers so it gives the shop diversity and culture.

To end our interview I asked Chris what’s the most difficult aspect working here? Chris says it has to do with reading people in the sense of who’s stealing. Their biggest culprits are actually middle aged caucasian women stealing vodka, older African American males, and college students. Also, he stresses the fact the wine should be consumed with food. So whenever someone comes in the store the first thing he ask is “what are you eating tonight”? In the end I really enjoyed my time with Chris and felt more confident to go into wine shops in the near future.

Pour Ma Gueule Chilean Wine (RED