CLEVELAND — The aisles at a Heinen’s Fine Foods store are more cheerful now that shoppers can enjoy a glass of chardonnay or cabernet anywhere in the store.
The 18-store retailer is testing wine on tap in the affluent Cleveland suburb of Pepper Pike.
Sixteen wines are sold on tap in 1-, 2- and 4-ounce glasses. Prices range from 99 cents to $11.99 per glass, depending on the type of wine and size of glass chosen.
The majority of the current selections are from California — Faust cabernet, Burly cabernet, Frank Family chardonnay — but Italy, Spain, France and other regions are also represented. Retails for full bottles range from $10.99 to $67.99.
To access the self-serve tap, shoppers purchase a card at the customer service desk, where their ages will be verified. They swipe the card at the dispensing system, choose their selection, and press a spigot to get their wine of choice.
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The goal of the tap is to let shoppers try new wines, Bob Fishman, wine manager at the Pepper Pike store, told SN.
Shoppers can enjoy the wine in the wine department, which has several bar stools, or anywhere else in the store.
The self-serve unit is catching on with shoppers, especially on weekends, according to Fishman.
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