Technomic Identifies Trend Toward Self-Serve Wine Stations

SANTA CLARA, CA, October 22, 2012 (Press-News.org) Leading trend analysis firm Technomic, identifies consumer wine self-service as a top grocery, retail and restaurant trend in its recent Bartender Quarterly report. The firm's report for the second quarter of 2012 mentions Napa Technology client Trifecta Grill near Chicago as a prime indicator of a trend gaining momentum across the United States.

Diners at Trifecta Grill in Winnetka, Illinois put money onto an AccuServe Smartcard, similar to a gift or debit card, then stroll along a bank of seven WineStation dispensing machines each with four bottles, to choose a taste, half or full glass of wine. Selling wine this way creates an opportunity for discovery by allowing customers at the restaurant to read descriptions and explore different varietals and vintages, without committing to a whole bottle.

Trifecta Grill found that customers purchasing wine from the WineStation were willing to spend more on finer wines, noting that more expensive wines like Pio Cesare Barolo 2007 (priced at $29 per glass) ended up being the most popular.

"Operators have found that they can actually sell a greater volume of more expensive, unique or finer wines when the guest has the opportunity to explore on their own. Our WineStation allows for an unintimidating experience. In retail environments, guests for the first time have the opportunity to try before they commit to a purchase," said Jayne Portnoy, Vice President, marketing and brand strategy, Napa Technology. Portnoy adds, "And the experience is better, since the WineStation provides 60-day preservation and temperature controls, the wine is served as the wine marker intended."

The trend identified in Technomic's report is in line with the results of Napa Technology's recent survey of restaurant operators, wine merchants, and hospitality professionals. A wide margin (86.8 percent) stated that consumers are more willing to order an expensive wine by the glass that would otherwise be cost prohibitive by the bottle. A further 75.5 percent stated that consumption of wines by the glass has increased over the past year (presumably due to economic conditions).

"The aggressive growth in our business in the last two years in retail, restaurants, airports and arenas showcases that both operators and the consumer are looking for a unique, exceptional wine drinking experience," said Portnoy. "Even if that splurge is just by the glass customers and operators are benefitting from the WineStation technology."

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.

For additional information on WineStation and Napa Technology visit www.napatechnology.com.

Angelsmith is a full-service marketing communications firm with core competencies in wine, spirits, restaurants, travel & leisure, sports marketing and live entertainment.