Retail Beverage Shop Analysis
Xiaocui Wang (Vivian)
“When I first saw this assignment I was very confused , because I did not know anything about wine. Thus, for my retail beverage shop analysis, I decided to go to the retail shop that just one block away from my house called Mighty March. I passed by this store almost every day, but I never had the opportunity to visit. Before I went to the store, I called ahead to make sure that I could speak to the owner or any other store employees that could help me with my questions. 
Mighty march is located at 8134 Broadway, Elmhurst, NY 11373. This retail shop opened since 2004. The owner Cici is taken over from a Hong Kong couple since 2014 until now. When I went to store, i spoke to a nice lady called Shao. I told her the reason why I came visit the store and she was happy to answer all my questions.
As I walked around the store, I found it pretty small as a retail beverage shop. After that I started ask her questions. Shao told me that all of the wines in the shelves were organized by its region and grape variety. Wine suppliers for the shop would recommend them with a list of wine to be purchased, and they chose Cabernet Sauvignon and Merlot for red wine. Shao told me that these two types of red wines became the ones with high sale in the shop as expected. For white wines, they chose to sell Sauvignon Blanc and Chardonnay. Shao told me that for those who visited the shop for white wine, Sauvignon Blanc is their top one choice. Compare with Chardonnay, Sauvignon Blanc is fresher and smoother, but chardonnay is too sour. 
Since there are many Asia and Spanish living in this area that make it difficult to sell expensive red wine and white wine. Therefore, the most sold wine are those value from $6-$20.
My last question for Shao was how did she develop her wine knowledge? She told me her knowledge is learned from sales representative. Also, she learned a lot while selling the wines and through communications with customers.
overall, I was happy that I am starting to know wine and I guess after this visits I will continue studying wine.”
Vivian, this wine store doesn’t seem to big, but as a beginner we are starting to understand the different types of wine so I think this store is just fine.
They seem to know their customer well and offer wines that are not only priced to sell but also which will match the expected cuisine eaten by their customers.