While most of my work is aimed at placing and positioning the wines that I represent at quality, well respected restaurants and wine bars, I also try to gain exposure at select wine retailers. However, this endeavor can be tricky. How does one determine that their wine will succeed and sell among the mass seas of new and classic wines alike? Will your product - aka blood, sweat and tears (sometimes dollars too) - camp on the shelves of retail eternity?
Welcome to "The Shelf Life"!
The goal becomes more than just the sale. Now the goal becomes the education of retail staff in the story that your specific product carries, the pedigree of the winemaker or vineyards, the awards and scores that it has amassed from the critics or simply the undervalued (or sometimes grossly overvalued) price that it commands. Whatever it is, it is imperative that these wines have some reason to jump from the shelf into your hands.
Please.... in this bottle's time of need, be kind and reach out to a retail shelf near you and rescue it!