As of January 1, 2017, grocery stores in the state of Tennessee can now sell wine to their customers.

Most retailers like Kroger, Wal-Mart, Publix, and Food City could start selling wine July 1, 2016, thanks to a law that passed in 2014. Grocery stores located within 500 feet of a liquor store, however, had to wait to sell wine until 2017. Why the delay? State legislators gave liquor stores and their investors about a year and a half to adapt their business plan given the upcoming increase in competition.

What the New Wine Law Means for Retailers in Tennessee

With the restrictions for retailers lifted on wine sales, many supermarkets are excited for the opportunity to increase sales and establish stronger relationships with customers.

Major retailers, including Food City, have been pushing to change the wine sale law in Tennessee for quite some time. Excited for the opportunity created by legalized wine sales, Food City President and CEO Steve Smith said they started stocking shelves and training as early as May 2016. “We think it’s a big sales opportunity for us and for the industry as well,” Smith said. “And this will be great for the consumers. When they get the benefit, we’re happy.”

Customers do reap the benefits of the convenience one-stop-shopping offers with the new wine law. Additionally, retailers can adopt creative wine displays to educate, entice, and provide products to an expanded customer base. With happy customers and increased revenue, the new wine law is a win–win for supermarkets and consumers.

Wine Merchandisers from Borgen Systems

With the new sales opportunity, retailers can create unique merchandising concepts to market and sell wine, and Borgen Systems can help. From wine cellars and open displays to custom wine display cases, Borgen Systems will design, manufacture, and install the right case for your store.

Door Wine Cases

Supermarket wine display case, Borgen Merchandising Systems

This 4-door wine case has multiple temperature zones available as well as various shelving options.

Door wine cases offer the most security for wine sales. Because Tennessee law prohibits wine sales between 11:00 p.m. and 8:00 a.m. six days a week and doesn’t allow any sales at all on Sundays, door wine cases might be the best option for retailers since the cases can be locked. Door cases from Borgen Systems also offer insulated glass with temperature control options.

Wine and Cheese Merchandiser

P6086_4Ft Wine & Cheese_Giant Eagle_2

The wine & cheese merchandiser pictured above allows retailers to pair wine with the right cheeses or meats to increase sales opportunities.

Wine’s versatility allows it to be cross merchandised with several other products. Wine and cheese merchandisers are effective displays to offer customers the perfect pairing. Merchandising wine in low-profile cases alongside premium meats, flowers, or gourmet chocolate is also a great way to help make purchase decisions easier for shoppers.  

Open Wine Cases


Open wine cases eliminate barriers between products and customers, making it easier for them to make a purchase.

To make the new product more accessible to customers, consider an open wine case. Available as a standalone or end-cap display, open wine cases allow customers to easily select the product they want. And because there aren’t any barriers, such as a door, open displays increase the possibility for impulse purchases.

Wine Cellars

Wine Cellar Display - Borgen Systems

Wine cellars elegantly display wine and are especially good for small spaces.

Grocery stores in Tennessee now have the challenge of selling more product in the same amount of space. Wine cellars or conservatories are a great way to display a large number of wine bottles without having to completely renovate the store.

Custom Wine Display Cases

Custom wine display case - shoparound case - Borgen Systems

Borgen Systems will design and manufacture custom wine display cases to suit your store’s needs.

If your store has a unique space or if your merchandising concept aims to achieve a specific purpose, Borgen Systems can always design a custom wine display case. There’s no one-size-fits-all option when it comes to merchandising, so share with us your idea or a problem to solve and we’ll bring the solution to life. Many of Borgen’s innovations were actually inspired by our customers.


Borgen Systems is happy to assist retailers in Tennessee and across the country with new wine cases or any other merchandising case your store may need. Give us a call and we’ll help transform your store displays.