Periodically we consumers can profit from a retailer’s special event showcasing the wines on offer in his or her shop by actually sampling the wines in the presence of knowledgeable mentors, often from the wineries where they were produced. Not only that, these showcase events bring together other likeminded consumers with whom to compare notes and reactions.

Many retailers offer limited in-store samples occasionally, but larger stores often schedule special occasions for their regular customers, so it pays to know your retailer – and for your retailer to know you.

In our video, Rob Williamson, marketing director for Big Red Liquors in Bloomington, tells us about one such event sponsored by his company.