Improving Customer Experiences. Increasing Sales.

Retail Operators

In the increasingly competitive market of retail wine, beer and spirits sales, small boutique shops are competing side-by-side with national grocers and big box retailers. Operators who wish to differentiate and excel in this crowded marketplace will staff their location(s) with salespeople eager to help and equipped to communicate with their patrons.

Beverage Distributors

As beverage distributors send sales reps into the field to represent their brands- it is crucial that those reps possess the knowledge needed to appropriately describe and sell the portfolio to foodservice, hospitality and retail operators. Vino 101's courses provide a distribution sales team with the essential information they need to expertly sell their catalog.

Vino 101's programs provide the conceptual information, suggestive selling language and pairing recommendations your staff needs to positively and accurately serve your customers.


  • Consumers tend to buy a more expensive basket of goods per shopping trip when they shop for wine at food stores, producing an incremental sale of about $20, beyond the cost of the wine purchased. (Source: Infoscan)
  • Across the U.S., sales of wine represent between 2% and 12% of total food store sales revenue.
  • Two-thirds of all wine sales in the U.S. are purchased by about 26% of all wine consumers.
  • Nationally, more than 50% of wine is purchased by women, who traditionally are uncomfortable purchasing in conventional package stores. Women therefore tend to buy wine in food stores, or not buy it at all.
  • Source: FMI