(organization of the store)
We were looking for a new way to organize our wines as we were disappointed in the “conventional” ways it had been done. The idea of putting things out by grape varietal and/or place of origin seemed ineffective, intimidating and frustrating for consumers. Why have a nice red wine, say a malbec from Argentina 
so far away from a zinfandel from California, or the zin so far away from its identical twin, the primitivo from Italy. This typical style of organization is easy for the retailer, but doesn’t give you any hint as to what to expect from the wine. We thought about trying to organize based upon flavors, but we felt that flavor is difficult to describe and varies greatly from person to person. So we thought about personalizing the wine buying and consumption experience and decided to organize the wines based upon the wine’s personality. Everybody has experience with the kinds of personalities we selected, they are very different from each other, and it brings another element into the wine buying and drinking experience.