Wine cellar adds computerized dispenser

The wine stations allow patrons at The Wine Cellar to sample different types of wines. Photo by Hannah Sharpe

Robyn James has always offered a daily “menu” of 20 wines available for sampling at The Wine Cellar & Tasting Room in Southern Pines.

“That is the thing that makes us very different,” says James, a master sommelier who tastes every wine before offering it for sale.

But with 90 percent of annual revenue being generated by wines priced $30 per bottle or less, James was at a loss about how to boost sales of premium brands.

“Customers worry about spending that much money on something they’re not sure how it will taste,” she says.

Fortunately, James believes she has found the answer — two computerized dispensing machines that each hold four bottles and keep wine fresh for 60 days.

“We’re not using the machines as a ‘bartender,’” she says. “We’re using them so our customers can enjoy a premium experience. The machines are helping us stay on the cutting edge and take our business to the next level.”

The machines will be stocked with red and white wines from around the world. The original offerings range in price from $46.99 to $165 per bottle and include wines from Australia, France, Germany, Italy and the United States.

“I envision people coming in and tasting our wine bar offerings and our machine offerings, and taking home the wines that they like best,” James says. “We’re not changing what we have at the wine bar because we don’t want to lose that personal touch.”

The machines will pour three different size samples of wine — one ounce is taste, two ounces is half-glass, and four ounces is a full glass — for customers holding a “smart card” that can be purchased at the bar. The credit card- sized smart card is loaded with a dollar value prepaid by the customer.

After a pour size is selected, a glass is held under the tap, and the wine dispensed.

“We will have the best wines from all over the world,” James says. “I want them all to be different and from different countries. A lot of our customers want that experience. People will be able to try wines that they’ve never tried before because they were too expensive.”

Each of the wines loaded for Saturday’s debut of the machines is rated 91 points or higher by industry critics. The most expensive offering is a 2002 cabernet sauvignon from Diamond Creek Volcanic Hill. It can be sampled for $13, $24 or $44.

James, who invested about $20,000 in the new equipment, first heard about the machines while talking to a Raleigh couple at Pinehurst Resort during last fall’s Wine Festival. She then visited their wine shop, as well as another in Hope Mills, to further investigate the technology.

“I decided on my own to stock our machines with premium wines. I think it’s a good investment and is going to be really cool,” James says. “Nothing else we’re doing right now will change. I have always been extremely particular about what I purchase for the store.”

Standard features for each wine-dispensing machine, which are manufactured by Napa Technology, include:

n Patented clean-pour technology, which ensures fresh taste, bouquet and aroma for 60 days.

n AccuServe Management Suite software, which allows the operator to track customer sampling preferences and identify appropriate merchandising and pricing strategies to increase revenue.

n Programmable and easy-to-read LCD screens displaying the wine being served and price for a tasting, half-glass and full-glass servings.

n State-of-the-art temperature control in every unit.

n Nitrogen or argon gas preservation system.

Jayne Portnoy, vice president of marketing and brand strategy for Napa Technology, said thousands of locations worldwide use the machines, including premier retail and hospitality establishments. Emerging markets include grocery stores, airports, casinos, cruise lines and sports arenas.

“It’s smart business when you have fluctuating volumes of customers,” Portnoy says. “Wine consumers have become much more savvy in the past five years, so the savvy operators have been able to meet that demand with compelling and exclusive wine-by-the-glass programs. It’s both fun for the guest and a really sound business solution for its users.

“The try-before-you-buy model has always done well in retail environments and grocery stores. Our technology gives consumers the opportunity to experience or explore wines that they would normally avoid due to sticker shock or lack of knowledge.”

The Wine Cellar, which opened in 1997, used to be the only independent wine shop in Moore County. But Sandhills Winery opened in Seven Lakes in early 2009, and The Village Wine Shop opened in downtown Pinehurst in December 2009.

Gwen Detering modeled her Pinehurst shop after a boutique wine cellar she discovered during a February 2009 trip to Paris.

“I thought it would be a perfect concept for the village,” Detering says. “We specialize in small-production and difficult-to-find high end wines. We also have a unique selection of wines under $10.”

Detering will host a tasting of Washington and Oregon wines Thursday at 5:30 p.m., and a “wine and wickets” event on Sunday.

“We have live music on most tasting nights,” she says.

James isn’t worried about competition.

“I really only think about my business,” she says. “Even in my spare time, I’m reading about wine or talking about wine. We’re very serious about what we’re doing.”