StateWays - November/December 2016

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

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w w 6 Beverage Information Group • Sustainability Guide 2016 Harper takes special care to educate consumers on the differences among various wines. She cultivates a detailed guide for each wine for sale in the shop, which explains what "sustainable" actually means for each product. Small keys are displayed on shelves throughout the store, alerting customers to the different sustainable varietals of wine available. The keys provide useful information for customers coming into the store seeking organic or biodynamic wines, making it easier for people to see everything Bay Ridge has to offer in the area of sustainability. For customers who are not as informed about these products, the keys act as a natural conversation-starter for staff, and ultimately help the store sell more wine. "You generate higher sales and also help educate the customer on responsible farming," Harper explains. "Sustainability is really important to good buyers, so it's become more important to the customer as well. More and more wineries are going in this direction because it defi nitely affects the quality of the wine." Bottlerocket's Wine & Spirit in New York City has a unique way of displaying products thematically. In addition to showcasing wine on a long wall in a more traditional way that's organized by region, various island displays are located all around the store that allow customers to search for wine thematically — such as by green products. The design is so innovative that Bottlerocket had it patented. The company's website is organized in a similar fashion. "We've created a design that really meets people where they are," explains Tom Geniesse, Bottlerocket owner and founder. "Choosing a wine can be a little daunting and confusing for people. Our display system doesn't dumb it down, but we provide a launch pad for them." Island displays located all around Bottlerocket's Wine & Spirit in New York City allow customers to search for wine thematically — such as by green products.

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