Issue link: http://read.dmtmag.com/i/620640
1 8 V I N E YA R D & W I N E RY M A N A G E M E N T | J a n - F e b 2 016 w w w. v w m m e d i a . c o m Modern tasting rooms also are moving away from merchandise- stocked floating tables. "Now it's a few items on a bookshelf like you would see in a home; it's not stacks of shirts in small, medium and large," he added. LIFESTYLE ROOM L e s s n o n - w i n e m e r c h a n d i s e means more room for seating, a hallmark of today's successful tast- ing rooms. "The general trend is to design a living room setting," Goodwin said. Silverado Vineyards, Jordan Win- ery and more. Focused primarily on high-end brands, BAR has seen the general trend moving away from heavily merchandised tasting rooms in favor of a "less is more" aesthetic. "Ten to 15 years ago, building a brand was selling ball caps and T-shirts with your winery logo on it," Goodwin said. "Now it's a more sophisticated and subtle approach that emphasizes creating opportu- nities to identify with the brand." "Even in public tasting rooms, very rarely does a winery just want the big bar for people to stand by." It's about creating more intimate spaces for visitors to learn about the wines in smaller groups, rath- er than crowding in at a traditional tasting bar. "You want to keep guests there for as long as possible. People want to linger when you design a visitor experience that is more like being in someone's home or at an exclu- sive resort," he explained. "Tasting rooms are using more seating areas with coffee tables or small tables, Jeff Goodwin of BAR Architects says wineries are moving away from heavily merchandised tasting rooms. BAR Architects designed the tasting room at Law Wine Estates in Paso Robles with a stylish, living-room aesthetic in mind. With a loan from Exchange Bank, your business won't be small for long. No one knows your business better than you do. That's why ever y Exchange Bank branch has loan advisors on site who can sit with you and discuss your particular situation. Whether you're starting a new venture or expanding an old one, we have the loan to fit your needs. exchangebank.com WINE WISE MARKETING JENNIFER STRAILEY