Retail Analysis: Heights Chateau

Heights Chateau is a neighborhood store located at 123 Atlantic Ave in Brooklyn Heights. The store has a classic, simple design with options of carefully selected wines from around the world, as well as spirits. Customers have the option of choosing wines from a wide variety off the shelf or from the temperature-controlled cellar. Heights Chateau has been featured in many magazines and newsletters and is not only known for their huge variety of wines but for their wine tastings and food pairings.

Upon walking into the store, the employees were very welcoming and friendly. Wines were located neatly along the sides and the center of the store and the spirits were located to the back. While walking around I realized that different countries have a different way of organization. All the wines are neatly categorized by the country they are from. On the right side of the store, are foreign wines organized by different regions and the left side of the store, is organized with domestic wines from all around the USA organized by the different types of grape. Heights Chateau chooses their wines in three different ways: firstly, by a list of classic wines that are expected by customers, secondly, their own desire to explore new wines and thirdly, wines that are brought to them by their provider.  They also try to keep their products at a standard level temperature of 71° – 72° in store and the cellar is held at a temperature of 43° – 44°.

When introducing a new wine to customers not much marketing takes place there. They are not really interested in the idea of samples or tastings. Their key concept is just trying to have everything organized. In general, they try to place the more expensive wines at the top and the least expensive ones to the bottom so that way they would be able to make more space for the new ones. Due to their huge inventory they do a newsletter called “What’s New” that they send out every week just to inform customers of all the new wines but most times marketing their new products are done by word of mouth from employees to customers. It is essential that employees get familiarized and informed about the different wines that they offer.

Shelf Talker: Amaro Lucano, an Italian herbal liqueur in the Amaro category.

Rioja is a red wine made from the grape called garnacha, which is one of the well-known grapes grown in Spain.  It is a dry wine that is aged in oak barrels which gives it a touch of spiciness to the flavoring.


Cremant is a sparkling wine made from pinot noir grapes in the traditional method.

Cremant is a sparkling wine made from pinot noir grapes in the traditional method.Cabernet Sauvignon from Jerusalem Vineyard is a dry red wine with aromas of field berries and vanilla.  It is also known as a Kosher table wine.

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