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Project: retailer analysis of a key grape variety

For your final project, I’m putting you to work!

This is a project that I initially designed years ago for training wine sales reps to help them see wine shops in different ways and from different business angles. But it applies equally, or even more so, to the consumer.

Print the handout below, put it on a clipboard if you wish, and head to a good independent wine shop. Don’t pick a super large store otherwise the amount of work will multiply. A smaller fine wine shop is the kind of place you want.

You’re going to pick one of our key grape varieties and analyze the selections that store offers. Stick to the domestic selections … you’re not trying to count all the Chardonnays from around the world, for instance.

What you’re aiming to do is understand their product mix, not only in terms of price but also producers, styles, and more.

And as mentioned in the video, be ready for the retailer to ask what you’re doing. Tell them the truth: I’m taking a wine course with The Wine Workshop and a project we’re doing is analyzing one part of a good local wine shop, just to understand wine retail better. The best stores will be curious and will help you with the project.

Let me know if you have any questions!