Beringer Unveils New “Taste Station” For Retailers, Beginning With Kroger Test Run

Treasury Wine Estates’ Beringer brand is innovating in the consumer sampling area with the test launch of a new Taste Station concept. Debuting now at Kroger stores in 20 states, the Taste Station is mounted on the wine shelf, and dispenses single servings via a non-alcoholic “flavor strip.” Beringer has created flavor strips—which are individually wrapped and mounted on a small piece of plastic—for three of its most popular wines: Chardonnay, White Zinfandel and Cabernet Sauvignon. TWE, which has partnered with News America Marketing (part of News Corp.) to install and manage the Taste Stations, says it expects the concept to be adopted by multiple retailers in the coming months. According to Impact Databank, Beringer rose 2.2% to 6.5 million cases in the U.S. in 2014.

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Tagged : Beringer, Kroger, Treasury Wine Estates

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