Wine sale revenues in 2014 were recorded at $37.6 billion in the United States, according to an article written by Dr. Liz Thach of Sonoma State University. With the economic recovery, lower gas prices, and increased interest in premium products, consumers are more willing to spend $12 – 30 on a bottle of wine. Budget-conscious shoppers are even checking prices and reading reviews before making a purchase, with 36% of consumers using mobile wine apps. Wine cocktails are predicted to become even more popular among Millennials in the coming year, creating an opportunity to take advantage of the growing wine mixology trend. Since 2010, the US has been leading the world in wine consumption.

What do all these statistics mean for retailers? Supermarkets need to implement a compelling wine program in order to take advantage of sales opportunities and remain competitive in the market.

The Importance Of Wine Merchandising

Doug Sumpter, senior partner of The Rosengarten Group, says the way a store merchandises wine can be the most important decision when developing a wine program, and managers should plan to devote at least 2,000 linear feet of shelf space. He said that display racks alone can contribute as much as 50% to a store’s total wine sales.

Wine Merchandising Made Easy

Borgen Merchandising Systems has a wide array of beverage and wine cases to complement your wine department, and custom wine cases are always an option to add more flair and flexibility to your store.

Display Case Features

Borgen Systems understands that there is no such thing as a one-size-fits-all solution when it comes to merchandising, which is why our display cases come in a variety of styles with additional features.

Case Types

Borgen low-profile wine case display

The low-profile wine case allows for unique, eye-catching merchandising displays.

Open Cases: Open displays limit the barriers between the product and consumers. Ease of access in open cases offers shoppers convenience and increases the likelihood of impulse purchases.
Door Cases: Door cases from Borgen have temperature control options with insulated glass so retailers can serve a variety of wine at ideal temperatures. Door cases also allow for more security options, such as locks or keypads so retailers can better protect their inventory.
Low Profile Cases: Low profile cases aren’t just for floral! Wine cases with the low profile design are perfect for merchandising alongside cheese and flowers, or for showcasing unique displays such as the picture on the right.
Wine Cellars: Wine cellars are perfect for displaying large quantities of wine where space may be limited.

Borgen 3-door wine case - Bristol Farms, Santa Monica

This three-door wine case has six shelving options: wire rack, combination, metal, glass, library, and wire rack glide out.

Shelving Options

Metal: Metal shelves are simple and elegant, allowing shoppers to see their options all at once before making a purchase decision.
Angled: Similar to metal shelving, angled shelves allow consumers to easily see the brand label; however, the bottles are laid out in a “library shelf” style, which reduces the risk of bumping into and knocking over product.
Wire racks: Wire racks allow retailers to stock more product at one time. Some shelving units include glide-out shelves for even more storage options.
Combination: Combination shelves combine the best of metal shelves and pegs. Wine product is displayed at the forefront on the metal shelves for shoppers to access, and more bottles rest on pegs in the back for fast, easy restocking.

Cross-Merchandising Opportunities

4 ft. Wine and cheese merchandiser at Giant Eagle

This wine and cheese merchandiser is a great way to boost wine sales for supermarkets.

Apart from designating a specific area of the store dedicated to wine, there are endless cross-merchandising opportunities when it comes to wine displays. Pair wine offerings with compatible cheeses in the deli or alongside premium cuts of meat in the meat and seafood department. Wine cases in the floral department or adjacent to a gourmet chocolate display are great for shoppers seeking gifts for anniversaries and holidays. End caps with special deals on wine appeal to the impulse buyer while also giving budget-conscious shoppers a good reason to make a purchase.


No matter the size of the store, retailers who devote time and resources to the wine department are guaranteed to maintain a competitive advantage. With wine sales steadily increasing over the last 20+ years, there should be nothing stopping supermarkets from developing a strong wine program.