Retail Analysis

Ryoko Yamaguchi

HMGT 2402 / Professor Goodlad

Retail Analysis


I went to a wine store, DESPANA VINOS Y MAS, located on 410 Broome St, New York, NY 10013 and I was able to talk to an assistant manager, Joseph Delgado, who has 10 years‚Äô experience in wine stores and studied wines at international wine center. Mr. Delgado found himself in the wine world after studying urban farming across the United States,¬†and traveling through Europe and Scandinavia as well as being The Wine & Spirit Education Trust (WSET) certified. ¬†The store¬†is offering their customers¬†the best selection of wines and in 2011 they decided to take another step forward and open Despa√Īa Vinos y M√°s store set right next to Despa√Īa Fine Foods & Tapas Caf√© on Broome St. The store, they only sell for Spanish wines but they successfully provide an opportunity to pair all customers‚Äô Spanish delights together in one place. The feature of customers, people stop by from just neighborhood after their work like 6pm and their budget they ask around $30. Their budget is little bit higher than I expected but the neighborhood is in Soho, so now it does make sense. Mr. Delgado provided me his recommendation of wines and the most popular wines (red, white and sparkling) in the store, also he explained those wines taste and feature.

(The left picture) The store where wood displays and shelving for wine bottles that really organized and the wood display gives us a good atmosphere and a conformable mood. Also placement is good to grab attention because too far back and no one sees it. There is integrating bottles into their wine display that is attractive.

(red wine) The right picture what the most popular in the store.

Alejandro Fernández Tinto Pesquera Reserva  $19.99

Variety: 100% Tempranillo

Appearance: Clear, medium garnet

Nose: Clean, medium intense elegant black fruit notes; leather & toasted vanilla notes

Palate: Dry. Elegant, with good acidity, pronounced tannins & a persistent finish

Vinification: Aged 24 months in French & American oak, 12 months in bottle.

Recommended Food Pairing: Grilled red meat.

Alcohol by Volume (%)  14%
Denominación DO Ribera del Duero
Vinification Reserva
Producer Alejandro Fern√°ndez Tinto Pesquera
Varieties Tempranillo
Size 750 ml
Style/Type Tinto
Vintage 2012

(The left picture) Displaying wine or any bottled good requires extra strong shelves that hold a variety of wines available to display.

(white wine) The right picture what the most popular in the store.

El Perro Verde $ 17.99  

Variety: Verdejo

Appearance: Clear. Medium lemon. Nose: Clean. Medium intense citrus notes with herbaceous notes. Palate: Dry. Medium-bodied

Persistent, fresh acidity with bitter, herbal notes

Vinification: Sourced from fruit grown in three villages in the province of Valladolid

Fermented in stainless steel

Recommended Food Pairing: Grilled white fish.

Alcohol by Volume (%) 13%
Denominación DO Rueda
Producer El Perro Verde
Varieties Verdejo
Size 750 ml
Style/Type Blanco
Vintage 2014
¬†¬†¬†¬†¬†¬† ¬†  

(The left picture) There is ease of both visual and physical selection. Their wines rack ideally stand high enough for comfortable. When a customer has made a selection, the display of the wines is simple to see because they display wines shelves that offer individual sections for each bottle

(Campaign) The right picture what the most popular in the store

Mata I Coloma (Pere Mata) Cupada Rosado NV $ 19.99

Varieties: 50% Macabeo, 30% Xarel-lo & 20% Parellada

Appearance: Clear. Medium lemon with fine bubbles

Nose: Clean. Medium intense white fruit & autolytic notes, brioche

Palate: Dry. Medium bodied with bright acidity & subtle yeasty flavors

Vinification: Organic

Hand harvested from up to 36-year-old vines

Vinified from only free-run juice with primary fermentation taking place in stainless steel over a period of 15-20 days & secondary fermentatin in-bottle over 60-70 days

Aged in bottle, on its lees 2-5 years

Recommended Food Pairing: Eggs & sausage.

Alcohol by Volume (%) 11.5%
Denominación DO Cava
Vinification Reserva
Producer Mata I Coloma (Pere Mata)
Varieties Macabeo, Parellada, Xarello
Size 750 ml
Style/Type Espumoso
Vintage 2013
¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬†¬† ¬†¬†  

The red wine Mr. Delgado recommends

Gonzalo Gonzalo РThe Wine Love Gran Cerdo   $17.99

Varieties: Tempranillo & Graciano

Appearance: Clear. Medium ruby, with purple tones

Nose: Clean. Medium intense

Red fruit with floral notes; strawberries, raspberries, cherries & violet scents

Palate: Dry. Medium-bodied with cherry & plum flavors with spicy hints and fresh acidity

Vinification: Organic, biodynamically farmed. Hand harvested & whole-bunch fermented

Bottled unfiltered, without added sulfur

Recommended Food Pairing: Pork.

Alcohol by Volume (%) 13%
Denominaci√≥n Vino de Espa√Īa
Vinification Joven
Producer The Wine Love
Varieties Graciano, Tempranillo
Sub-Region Rioja Alta
Size 750 ml
Style/Type Tinto
Vintage 2015


They provide the tags with each wines which is the most amazing part for me because description tags are very important in wine display. People can see bottles and they might be very attractive, but what attracts a shopper the most is the fact that they can get a short, quick description of the wine. They are giving wines are hitting the hundreds of new wineries and vineyards every year because it’s hard to make a choice out of such vast selections to us. Description tags are the best attracting customers to their wine display. They give us short, descriptions of the wine which is very easy to see for customers.

There is the expensive look of the box and the wine itself are an easy and quick way to catch the customer’s attention. They are able to the best wine display cover a few important details: season, price range, and accessibility. Create wine displays throughout their store that reflect the current season. They offer discount wines as well as mid- to top-shelf price ranges as well in their displays.

I went to a couple stores, I could compare between those and I saw each stores had different customers, different budget also, different their focus or target. Some stores provide variety of region of wines or like DESPANA where they only provide for Spanish wines because they have confidence what they sell. Also I realized that how staffs are professional and knowledgeable about wines because they study wines so hard and I was able to see their passion about wines and how much they love wines. The experience was just amazing!

4 thoughts on “Retail Analysis

  1. Hi Ryoko, the store looks like it specializes in Spanish wines, that takes a lot of pride and business braveness to be able to do that in New York, where I think California and France dominate the market.

  2. Hi Ryoko! Thanks for the wine recommendations. I love how Mr. Delgado has such detailed descriptive tags for each of the wines he sells; what a great idea!

    This actually reminds me of the “Taste Tags” that the SAQ (the corporation responsible for the trade of alcoholic beverages in Quebec) has back home. You can see a description of these tags here:

    Their website is actually a really interesting resource for anyone interested in wine (go figure, Quebec is a French province!):

  3. Your label analysis will help you as you explore wine this semester. Wines of Spain follow a traditional “old world” style of wine production and labeling while staying contemporary and of interest to a wide variety of wine consumers.

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