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Shoppers can now sip a little wine.
A new Michigan law that lets retailers sell alcohol on Sundays before noon also lets stores offer free samples of wine and beer.
Wine sampling at grocery stores is a hot national trend. National retailer Whole Foods is even experimenting with full-fledged bars at some of its stores.
It offers a way for customers to try new wines or beer before committing to a purchase, said Linda Gobler, president of the Michigan Grocers Association, which began lobbying for the change several years ago.
“It’s a win-win-win for consumers, wine and beer makers, and retailers,” Gobler said.
She thinks that retailers’ investment in $70 per store permits and certifying employees will pay off in the long run.
“I think a lot of customers are going to ask for samples, especially if they are considering buying a higher price wine,” Gobler said.
Spartan Stores Inc. quickly signed up for the specialty designated merchant license from the state Liquor Control Commission to offer wine. The Byron Township grocer operates 100 stores statewide under several banners, including D&W Fresh Market, Family Fare, Glen’s Market and VG’s.
“Sampling in our stores helps remove some of the unknown, and customers can rely on their own palates, not just our recommendations,” said Alan Hartline, Spartan’s executive vice president of merchandising and marketing.
The retailer is applying for permission to serve samples of beer as well.
So far, the LCC has issued 224 store licenses. More than half were taken out by the Cincinnati-based Kroger, which operates 132 stores in primarily southeastern Michigan. The stores still have to apply for free permits each time they offer samples, said Dale Hollandsworth, a Kroger spokesman.
“We set up all our stores so they could sample at any time by applying for a permit,” Hollandsworth said.
Meijer has done limited wine sampling in its stores in other states.
“We are currently discussing our position on wine sampling in Michigan now that the law has changed,” said Meijer spokesman Frank Guglielmi.
Under the rules, stores can only give a customer up to 6 ounces in a 24-hour period. D&W is offering up to three, two-ounce samples.
Steve Wilkin says he liked trying wines while he was grocery shopping last Saturday at D&W Fresh Market’s Knapp’s Crossing store.
“It’s enough you can taste it but it isn’t like going on a wine tasting tour in the Leelanau Peninsula,” said Wilkin, 56, of Grand Rapids.
But it was enough to prompt Wilkin to pick up a bottle of Paul Newman’s Own Cabernet Sauvignon, although wine wasn’t on his grocery list.
Wilkin usually sticks with wines or beer that he knows he likes.
“I’m not going to buy a beer or wine I haven’t tried unless it’s a good sale,” Wilkin said.
Spartan Stores’ wine pourers will offer suggestions of what wines or beers pair well with what foods.
Customers might be surprised to learn that beer pairs better with cheese than even wine because beer’s carbonation clears the palate of the cheese that can cloy to the tongue, said Greg VanOverloop, Spartan’s category manager for alcoholic beverages.
Spartan Stores also plans to have wine tastings as part of some of its cooking classes offered at its Family Fare store in Grandville.
Until now, the teaching chefs have only been able to recommend wines that pair well with the recipes, said Roz Mayberry, the retailer’s wine consultant and coordinator of the Spartan Culinary Classroom. Now, students will be able to learn how various preparations and ingredients of dishes can affect the taste of the wine and how wine can enhance the flavors of the dishes.
“Increasingly, wine has become an integral part of the dining experience,” Mayberry said.