Goodlad HMGT 2402 Fall 2017
"We Study Wine"
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HMGT 2402 D460
Wine and Beverage Management
Retail Beverage Shop Analysis
Johnnie Davis
Prof. K. Goodlad
October 12, 2017
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 right to her. I wasn’t sure of my directions, so I consulted Google Maps and was there about 25 minutes. The store is set in an Old Style neighborhood having a nostalgic affect. The streets are clean with a moderate pedestrian flow. Inside the store there is a round style counter, having supplies and a vantage point enabling a 360° view. The store is well stocked with mostly wines from all around the world. The top sellers is 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, as far as stress, problems, pleasure etc. 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.
Johnie,
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