Wine Retail Survey Results – At A Glance

Napa Technology, developer of the WineStation Intelligent Preservation and Dispensing System, commissioned a survey of 40 top wine retailers nationwide on wine purchasing trends and best practices for increasing bottle sales.

Respondents agreed that today’s consumers are willing to pay more, when given the opportunity to sample wine before they buy.  And those retailers willing to look outside the wine bottle for creative and technologically innovative solutions are seeing the profits pour in.

1. Are customers demanding a wider variety of wines now than in the past?

  • Yes                                    84.6%
  • No                                     15.4%

2. When wine sampling is available, what is the increase in purchase price:

  • 5-10% higher                      30%
  • 10-20% higher                    30%
  • 25%+                                    15%
  • Don’t know                          25%

3. Are customers willing to spend more on a bottle of wine if given the opportunity to sample it first?

  • Yes                                     97.4%
  • No                                        2.6%

4. Is your wine buying customer more savvy today than they were 4 years ago?

  • Yes                                      76.3%
  • No                                       23.7%

5. Do wine tastings help you sell more wine at your store?

  • Yes                                      91.9%
  • No                                        8.1%

6. How much can you expect your wine sales to increase after a wine tasting?

  • Less than 5%                     10.8%
  • 5-15%                                 56.7%
  • 15-20%                               16.2%
  • 20% or More                     16.2%

7. Do you believe that a daily “try before you buy” opportunity for your customers would increase your wine sales?

  • Yes                                     80.6%
  • No                                        8.3%
  • Don’t know                          11.1%

8. Do you currently have a wine preservation and dispensing system in your establishment?

  • Yes                                    69.4%
  • No                                     30.6%

9. What prompted the need for a preservation and dispensing system in your venue? (Multiple Choice)

  • Product Control                                                             44.4%
  • Increase/Improve Profitability                                      59.3%
  • Reduction in waste due to spoilage                                29.6%
  • The ability to offer finer/high priced wines                   66.7%
  • Expand wine offerings                                                    48.1%
  • Ability to offer promotions (wine tastes/events)           40.7%
  • Loyalty Programs                                                             3.7%
  • Point of Differentiation                                                  40.7%

10. What is the customer reaction to your wine preservation system? (Multiple Choice)

  • None                                                                                  17.2%
  • Positive                                                                               69%
  • More likely to purchase small/boutique wines               37.9%
  • It encourages additional/new purchases                           69%
  • Generates repeat visits                                                    55.2%

11. Can consumers sample wine anytime at your venue?

  • Yes                                    70.6%
  • No                                     29.4%


Commissioned by Napa Technology, the retail wine survey took place in September 2011.  The sample size included 40 top wine retailers who were contacted by Ink Foundry via a private database and select open and closed social networks. Individuals who participated in the survey are existing users of wine preservation systems, non-users of preservation systems, grocery stores and wine shops.

About Napa Technology

Napa Technology, LLC is a designer and manufacturer of Intelligent Dispensing Solutions for wine that ensures optimum freshness with each pour. The company’s breakthrough product, WineStation®, is designed to drive revenues and maximize the profitability of each bottle. WineStation® has been adopted by hospitality, entertainment and foodservice industries as a new way to serve, preserve and capitalize on the value of available customer preference data.

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