Sherman Mohr

No amateurs.

And then there are other stores that...

basically have a beverage director that's responsible for placement of everything from soda to tea to water to wine.

And there's no specialization there.

So we see it all up and down the map.

And when we're dealing with stores that really want their wine menu, their wine offerings, you know, really high level, really high end, we're sampling

bottles on occasion that are retailing at a grocery store for $50 to $80 to $90 a bottle.

And you think about the cost of that sampling and the expertise that's needed to try to move those bottles.

Those are the challenges.

When you're selling that approachable $12 to $15 bottle of wine at a store, those are almost impulse buys.

And if somebody were going to buy a white that night and you sample the white that you've got and they like it, they'll give it a flyer.