Retail Beverage Shop Analysis

I went to the New York City’s largest wine and spirit store, Astor Wines and Spirits on September 27 around 11:40 am with my 2 classmates, Mei and Preeya. Astor is on the corner of Fourth and Lafayette Streets in Manhattan. Astor Wines and Spirits has been a Greenwich Village fixture since 1946. The retail store offers a variety of liquors and wines.

When we walked in the store, there were not many customers at that time. There were a lot of workers. Most workers seemed busy. We met the sales manager Doug Yacka. We explained why we were visiting the store, and he readily helped us for our interview. My three questions were: “Which is the most popular wine in the store? How much does the average consumer spend in the store? What is the most expensive wine?” The most popular wine was Vezzo, Pinot Grigio 2016 Italian white wine. The original price was $6.96, but it was on sale $4.96 at that time. He said Italian wines are the most popular wine. Actually, I bought and tried it. It was a dry white wine with ripe and mixed citrus flavors. I liked it. I will definitely buy it again. The average customer spends an average of $40 with 2 or 3 bottles in the store. The most expensive wine was the Petrus, Pomerol 2009 red wine. Petrus is a Bordeaux, France red wine and costs $3,499.90 at the store. He did not show us the bottle. He said the wine is stored in a chiller in the basement. Their storage facilities ensure that all temperature sensitive items are held at the correct temperature so that they are not damaged before they arrive to the consumer. He showed us the cool room that also ensures that wines are stored at the correct temperature on the sales floor. Anything requiring gentler handling is stored at 57 F in the cool room. The cool room was very impressive.

Astor Wines and Sprit is well lit, clean, and well stocked. The staff is very well trained, friendly, and fairly knowledgeable. Prices are not cheap, but selection and quality make up for it. They have free wine tasting events on the weekdays at nighttime. I highly recommend this store. It will not disappoint.


This self-talker is about the most expensive wine at the store. It is Petrus, Pomerol 2009. The self-talker explains about the wine description, which includes region, price, and vintage. Petrus is always an impressive Bordeaux and certainly the type of bottle that will impress collectors.

(Red wine from Spain)

Vina Bosconia Reserva, Lopez de Heredia 2005, Rioha, Spain red wine is from traditional, family-run Lopez de Heredia. This wine is practicing organic. This wine exhibits nuances of strawberry, blood orange, pomegranate, coconut, and exotic spices. This wine is aged for three years in American oak barrels.

(Sparkling wine from Hungary)

This dry white sparkling wine is from Hungary. This wine is frothing with subtle notes of honey-drizzled pear, juicy white peach, and fresh brioche aroma. When served with a heavy chill, this wine is perfect for any meal.

(Red wine from Lebanon)

These two red wines are from Lebanon. Lebanon is next to Syria and Israel. I did not know about Lebanon wines. Chateau Kafrays is the most popular wine from Lebanon.

(Cool room in Astor)

The cool room ensures that wines are stored at the correct temperature on the sales floor. Anything requiring gentler handling is stored at 57 F in the cool room.

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