Beringer Transforms the Wine Tasting Experience in-Store with Flavored Strips
Laura McQuarrie — April 10, 2015 — Marketing
References: beringer & prnewswire
Aiming to make the wine tasting experience less of an elaborate event and more approachable at any time of the day, Californian wine brand Beringer created the Taste Station. These small stations make the most of valuable retail space by clipping onto the shelves in-store in front of an assortment of wine. This system makes it possible for consumers to get a sense of the flavors they can expect, without having to crack open a bottle. The refillable stations dispense small wrapped wine-flavored strips that are dissolved on the tongue, replicating the experience of drinking a particular brand of vino—although the strips are totally non-alcoholic.
The experience takes inspiration from the way perfume is typically sampled by customers in-store, embracing a try-before-you-buy tactic in the hopes of winning over new consumers who are curious, but not willing to commit to a purchase right away.
The experience takes inspiration from the way perfume is typically sampled by customers in-store, embracing a try-before-you-buy tactic in the hopes of winning over new consumers who are curious, but not willing to commit to a purchase right away.
Trend Themes
1. Wine Tasting Convenience - Creating innovative ways to make wine tasting more accessible and convenient for consumers.
2. Non-alcoholic Tasting Experience - Developing non-alcoholic alternatives that provide the same sensory experience as drinking wine.
3. In-store Sample Stations - Implementing sample stations in retail spaces to encourage consumer engagement and trial of products.
Industry Implications
1. Wine & Spirits - The wine and spirits industry can capitalize on creating new product formats and experiences to attract consumers.
2. Retail - Retailers can embrace in-store sample stations to enhance customer experiences and drive sales.
3. Food and Beverage - The food and beverage industry can explore non-alcoholic tasting alternatives to expand their target market.
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