Beringer Taste Station dispenses flavour strips for in-store wine tastings

Californian wine brand Beringer has developed a new point-of-sale concept that enables customers to taste test different wines before they buy them. Flavoured strips are dispensed from boxes that mount onto shelves in front of the product, offering a customer experience that has more in common with perfume testing than conventional beverage retail.

Non-alcoholic formulations recreate the flavour profiles of three of the brand’s bestsellers: White Zinfandel, Cabernet Sauvignon and Chardonnay, which is currently enjoying 26% growth. Cut-outs in the box provide storage for discarded strips and wrappers, while the shelf-mounted format minimises the space needed for the concept.

For its debut, the Taste Station has been installed in Kroger stores across 20 US states; Beringer anticipates that more retailers will incorporate the system soon. “We are tremendously proud of the research that has gone into what we know will be a category-changing addition,” says Tammy Ackerman, Senior Brand Manager at Beringer.

WGSN Lifestyle & Interiors subscribers can read more about the experiences being designed for and around alcoholic beverages in our Inspiration report, Cocktail Bars.

– Sarah Housley

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