Beringer launches sampling strips

Beringer Vineyards in California is pioneering a try before you buy scheme where consumers can sample three of its wines in supermarkets via “taste strips”.

Containing the flavours found in Beringer Chardonnay, Cabernet Sauvignon and White Zinfandel, the strips will be available at shelf-mounted self-service “taste stations” at Kroger grocery stores across 20 states.

Brand owner Treasury Wine Estates chose to offer taste strips of the trio as they are the Napa Valley estate’s best-selling wines across its range.

The sealed packets contain a plastic strip coated with nonalcoholic flavouring matching that of each of the three wines.

“We’re proud of the research that has gone into what we know will be a category-changing addition,” said Tammy Ackerman, senior brand manager for Beringer.

“This is the type of innovation you would expect from a brand like Beringer, which is growing at 6% thus outpacing the category and our competitors,” she added.

The taste strips come after a year of research into how to better connect with consumers faced with a wall of wine and an inability to make a purchasing decision.

A survey conducted by TWE found that 94% of women running households choose products from samples rather than advertising. Treasury hopes to add the stations to more supermarkets this year.

Last month, Mark Beringer was appointed chief winemaker of Beringer, the winery founded by his great-great-grandfather in 1876.

Starting the role on 20 April, Beringer replaces the estate’s current chief winemaker Laurie Hook.

One Response to “Beringer launches sampling strips”

  1. Liam Young says:

    If we needed any more proof that the wine industry is exactly that and is driven by chemical reaction versus the art of making, I think this would be it, no? Will blind tasting with glasses soon become a thing of the past? Will reviewers have to identify that they tasted from a strip as opposed to an actual liquid?

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Sales Operations Manager (On Trade)

Berkmann Wine Cellars
London, UK

Wine Sales Executive

Anthony Byrne Fine Wines
Midlands and Northamptonshire

Business Development Executive - London

Jascots Wine Merchants
London, UK

Managing Editor

The Drinks Business Hong Kong
Hong Kong

Events Marketing Coordinator

Speciality Drinks
London, UK

London Business Development Manager

Vine Distribution Services
London, UK

Marketing Assistant

Harviestoun Brewery
London, UK

Logistics and Forecasting Manager

WADDESDON WINE
Aylesbury, Buckinghamshire, UK

Brand Communication Executive

Bibendum
Regent's Park Road, London NW1 8UR, UK

Canterbury Wine Festival

Canterbury,United Kingdom
22nd Jun 2019

Fruit Focus 2019

East Malling,United Kingdom
17th Jul 2019

International Bulk Wine and Spirits Show

San Francisco,USA
23rd Jul 2019
Click to view more

The Global Riesling Masters 2018

View Results

Global Chardonnay Masters 2018

View Results

Click to view more