As a wine connoisseur and current Hospitality Management student, it’s important to comprehend the strengths and weaknesses of a retail beverage shop. 54 Wines and Spirits, located at 408 West 55^th Street, carries a plethora of alcoholic beverages to choose from. Roger, the store manager, was extremely helpful and his patience made the overall experience run seamlessly. In addition, he was able to answer all questions without hesitation since he has studied wine for over fourteen years. 54 Wines and Spirits made an everlasting impression because of its ability to organize hundreds of wines from over fifteen different countries in a way that is easy for a customer to understand.

Compared to other wine stores visited in the past, 54 Wines and Spirits arranged their inventory along the walls and in the center of the store, which is typical for a beverage shop. However, Roger disclosed that they wanted to create more of an open-concept when designing the layout, so they implemented rows. This makes it easier for several consumers to browse wines at once, without a certain area getting overcrowded. Each area of the store is designated to a particular country. From there, each country is broken down into appellations, grape varieties, and the style of wine. Along the back of the store are spirits and the most expensive wines. Roger explained that the priciest wine they were carrying is a red wine from Bordeaux, France for $525. This 1963 Mouton Rothschild is a Premier Grand Cru and is extremely rare. The most expensive item they ever carried was a $1,500 bottle of whiskey.

Along with the exceptional customer service and organization, 54 Wine and Spirits had great natural lighting, which is essential in a retail beverage shop. Reading fine print and finding the perfect bottle would be impractical in a dimly lit store. Additionally, the location of this establishment is a great benefit. Because it’s located further West, Roger and his employees are able to dedicate genuine time to each customer who walks in. Although they do not get a lot of foot traffic, each customer leaves with at least one bottle of wine and a smile on their face. “We have a lot of regulars. It’s what keeps ou business alive” he explained.

Unfortunately, a drawback of the store was the fact that they didn’t have any “Shelf Talkers”. Roger affirmed that they do not do this because he wants customers to engage and ask them questions about the products in the store. Having a “Shelf Talker” can sometimes lead a consumer to purchase a wine they do not necessarily end up enjoying. Roger appreciates being involved in the customer’s buying experience by helping them explore all options, instead of buying the first product they see. It is imperative for a store to maintain customer loyalty in order to survive.

This mini bottle is La Marca Prosecco from Veneto, Italy. D.O.C. This wine is crisp and light. It contains 11% alcohol.

Enate is a red Somotano Wine from Salas Bajas, Spain. The grape variety is Tempranillo.

The only “Shelf Talker” in the store was the grey goose bottles displayed on a stand that read “World’s Best Tasting Vodka”.

This Zacharias Cabernet Sauvignon is from Peloponnese, Greece. It has hints of red fruits, tobacco, and spices. It’s a full-bodied wine, balanced with tannins. I was surprised to see a Cabernet Sauvignon grown in Peloponnese, considering it’s an island off of Athens.